The impact of the color of gendered products on the brand coolness

Léa Fauvel () and Romain Sohier ()
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Léa Fauvel: GRANEM - Groupe de Recherche Angevin en Economie et Management - UA - Université d'Angers - Institut Agro Rennes Angers - Institut Agro - Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement
Romain Sohier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School

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Abstract: For many years, research has demonstrated that it is possible to use different facets of sensory marketing to influence individuals' decision-making, attitudes and/or behaviors (Biswas et al., 2019; Petit et al., 2019). Academic work has shown that there are different gender responses to sensory stimuli (Meyers-Levy and Loken, 2015; Spinelli et al., 2018). In this article, we explore the association between gendered marketing (Peñaloza et al., 2023) and sensory marketing, here color (Krischna, 2012) on the concept of brand coolness (BC) (Warren et al., 2019), specifically on its iconic, aesthetic and rebellious dimensions. Indeed, the fact that a brand is considered cool is a factor of attractiveness and success and an antecedent of brand loyalty, attitude towards the brand or purchase intention (Swaminathan et al., 2020; Suzuki and Kanno, 2022). An experimental study (n=209) 2 (product aimed at women vs. product aimed at men) × 2 (blue vs. pink color) provides a more detailed understanding of the impact of gendered sensory marketing on three dimensions of the concept of brand coolness.

Keywords: gendered marketing; sensorial marketing; color; brand coolness; experimental method (search for similar items in EconPapers)
Date: 2024-01-18
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Published in International Marketing Trends Conference, Jan 2024, Venice, Italy

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