The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations

Nathalie Veg-Sala ()
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Nathalie Veg-Sala: IAE Paris - Sorbonne Business School, CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre

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Abstract: This research proposes to introduce the concept of stereotype to definebrand gender and to make a new contribution on the analysis of cross-gender extension evaluation. The results of an experiment, made on two product categories and considering the two possible directions of these extensions – from men to women and from women to men – reveal that the perceived fit between the cross-gender extension and the brand is more positive when the brand gender is non-stereotyped and, surprisingly, when the brand extends from the female to the male market. The interaction effect suggests also that the impact of the cross-gender extension direction is more important in the case of a brand with a non-stereotyped gender. Those results challenge previous research. A concluding discussion lays out recommendations for business.

Keywords: Cross-gender extension; perceived fit; direction of cross-gender extension; gender; stereotypes (search for similar items in EconPapers)
Date: 2017-12
New Economics Papers: this item is included in nep-hme, nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735491
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Citations: View citations in EconPapers (2)

Published in Journal of Marketing Management, 2017, 5, pp.60 - 74. ⟨10.15640/jmm.v5n2a6⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01735491

DOI: 10.15640/jmm.v5n2a6

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