Sizes Are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
In this research, we show that brand names with size cues of smallness (vs. bigness) evoke thoughts of female (vs. male) gender stereotype, which, in turn, lead consumers to perceive the target brand to be higher (vs. lower) on warmth-related traits but lower (vs. higher) on competence-related traits.
Kuangjie Zhang, Shaobo (Kevin) Li, and Sharon Ng (2018) ,"Sizes Are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 880-881.
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 46 | 2018
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