Is Nestlé a Lady? Brand Name Gender and Loyalty Attitudes

Feminine brand name gender increases perceived warmth, which increases loyalty attitudes and choice. Longer names ending in vowels (Burberry) sound more feminine/warmer than shorter names ending in consonants (Ford). Using multiple methods, with hypothetical and real brands, we show a feminine brand name advantage. Typically male-used products are an exception.


Ruth Pogacar, Justin Angle, L. J. Shrum, Frank R. Kardes, and Tina M. Lowrey (2020) ,"Is Nestlé a Lady? Brand Name Gender and Loyalty Attitudes", 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: 954-957.


Ruth Pogacar, University of Calgary, Canada
Justin Angle, University of Montana
L. J. Shrum, HEC Paris, France
Frank R. Kardes, University of Cincinnati, USA
Tina M. Lowrey, HEC Paris, France


NA - Advances in Consumer Research Volume 48 | 2020

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