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.
https://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.
https://eprints.bournemouth.ac.uk/33985/
https://www.acrwebsite.org/volumes/1024007/volumes/v45/NA-45
Source: BURO EPrints