How gender suggestive tourism brands influence consumers’ purchase intention

Honglei Liu, Lanqiao Liu, Xiaorong Zhang and Daoming Xu

Journal of Global Scholars of Marketing Science, 2025, vol. 35, issue 2, 118-137

Abstract: The brand name can convey gender traits, and brand managers can use similar approaches to leverage the semantic features of names to implicitly transfer gender qualities. By assigning gender-related labels to brands, they can facilitate gender differentiation positioning. In two studies, we conducted experiments on the virtual brands “Sheepmama” and “Sheeppapa”. The results indicate that brand names with feminine traits are more effective in enhancing consumers’ purchase intentions, especially when matched with feminine colors such as pink. However, this advantage diminishes when presented with masculine colors such as blue. Therefore, brand managers can cleverly achieve gender differentiation positioning through strategies that involve names and colors.

Date: 2025
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DOI: 10.1080/21639159.2024.2443894

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