Men will be Men, Women will be Women: The Case of Cross-Gender Brand Extensions

Authors: Reghunathan, A. and Joseph, J.

Journal: Advances in Consumer Research

Volume: 45

Pages: 465-468

Publisher: Association for Consumer Research

ISSN: 0098-9258

Abstract:

The paper examines the current popularity of cross-gender brand extensions, based on its theoretical foundations in branding and gender differences in information processing strategies. We ar- gue that consumers experience a situation of gender-salience in the case of cross-gender brand extensions, resulting in gender-differen- tial responses towards the practice.

http://eprints.bournemouth.ac.uk/33985/

Source: Manual

Men will be Men, Women will be Women: The Case of Cross-Gender Brand Extensions

Authors: Reghunathan, A. and Joseph, J.

Journal: Advances in Consumer Research

Volume: 45

Pages: 465-468

ISSN: 0098-9258

Abstract:

The paper examines the current popularity of cross-gender brand extensions, based on its theoretical foundations in branding and gender differences in information processing strategies. We ar- gue that consumers experience a situation of gender-salience in the case of cross-gender brand extensions, resulting in gender-differen- tial responses towards the practice.

http://eprints.bournemouth.ac.uk/33985/

https://www.acrwebsite.org/volumes/1024007/volumes/v45/NA-45

Source: BURO EPrints