Add to ORKGThe 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
The aim of this research is to gain a deeper understanding of brand personality by focusing on femi...
The current study examines how brand gender can influence consumer outcomes when a brand takes a gen...
This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an...
Cross-gender brand extension has become a valuable strategy in recent years and grown to be an impor...
Many brands can possess strong gender identity: Marlboro for masculine image and Channel for feminin...
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to becom...
In order to develop brands and increase growth, most luxury brands rely on extensions on different p...
International audienceThis research proposes to introduce the concept of stereotype to definebrand g...
Includes bibliographical referencesGender identification behaviour has altered drastically within th...
In an increasingly globalized and connected world and therefore, in an increasing competitive market...
Currently, it is difficult for marketers to excel by virtuously focusing on traditional marketing ap...
Gender identity is the extent to which an individual identifies with masculine or feminine personali...
Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an inc...
This study aims to investigate the effects of the use of gender stereotypes in advertising on a bran...
What happens to male vis-à-vis female attitudes and behavioral intentions when hightech and luxury ...
The aim of this research is to gain a deeper understanding of brand personality by focusing on femi...
The current study examines how brand gender can influence consumer outcomes when a brand takes a gen...
This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an...
Cross-gender brand extension has become a valuable strategy in recent years and grown to be an impor...
Many brands can possess strong gender identity: Marlboro for masculine image and Channel for feminin...
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to becom...
In order to develop brands and increase growth, most luxury brands rely on extensions on different p...
International audienceThis research proposes to introduce the concept of stereotype to definebrand g...
Includes bibliographical referencesGender identification behaviour has altered drastically within th...
In an increasingly globalized and connected world and therefore, in an increasing competitive market...
Currently, it is difficult for marketers to excel by virtuously focusing on traditional marketing ap...
Gender identity is the extent to which an individual identifies with masculine or feminine personali...
Despite a long-standing tradition to view gender as a unitary theoretical construct, there is an inc...
This study aims to investigate the effects of the use of gender stereotypes in advertising on a bran...
What happens to male vis-à-vis female attitudes and behavioral intentions when hightech and luxury ...
The aim of this research is to gain a deeper understanding of brand personality by focusing on femi...
The current study examines how brand gender can influence consumer outcomes when a brand takes a gen...
This article examines the impact of gender on perceptual fit evaluation of prestige brands. Using an...