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

Author

Listed:
  • 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)

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.

Suggested Citation

  • Nathalie Veg-Sala, 2017. "The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations," Post-Print hal-01735491, HAL.
    • Handle: RePEc:hal:journl:hal-01735491
    DOI: 10.15640/jmm.v5n2a6
    Note: View the original document on HAL open archive server: https://hal.parisnanterre.fr/hal-01735491
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    References listed on IDEAS

    as
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    Cited by:

    1. Delgado-Ballester, Elena & Fernandez-Sabiote, Estela, 2024. "Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification," Journal of Business Research, Elsevier, vol. 177(C).
    2. Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.

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    Keywords

    Cross-gender extension; perceived fit; direction of cross-gender extension; gender; stereotypes;
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