Effects of Masculinity and Femininity Incongruence on Consumer Responses to Brands

This research examines the effect of incongruence between consumers’ gender identity and brand gender. Two studies find a significant main and interaction effect of masculinity and femininity incongruence on consumer-brand boundary—the perceived psychological distance between a consumer and a brand—and affective, cognitive, and relational brand responses.



Citation:

Xiu Wu and Bianca Grohmann (2020) ,"Effects of Masculinity and Femininity Incongruence on Consumer Responses to Brands", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1228-1228.

Authors

Xiu Wu, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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