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

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.

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