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
Publisher: Association for Consumer Research
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.