Can dissimilarity in product category be an opportunity for cross-gender brand extension? / Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; Park, Yunseul.

In: Journal of Business Research, Vol. 135, 10.2021, p. 348-357.

Research output: Contribution to journalArticlepeer-review

Published

Standard

Can dissimilarity in product category be an opportunity for cross-gender brand extension? / Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; Park, Yunseul.

In: Journal of Business Research, Vol. 135, 10.2021, p. 348-357.

Research output: Contribution to journalArticlepeer-review

Harvard

APA

Vancouver

Author

Yuen, Tsunwai Wesley ; Nieroda, Marzena ; He, Hongwei ; Park, Yunseul. / Can dissimilarity in product category be an opportunity for cross-gender brand extension?. In: Journal of Business Research. 2021 ; Vol. 135. pp. 348-357.

BibTeX

@article{f54df366f9f144138e823be18e40f422,
title = "Can dissimilarity in product category be an opportunity for cross-gender brand extension?",
abstract = "Leveraging cross-gender brand extensions (new product offerings under the same brand name for customers of the opposite sex) can facilitate brand growth. However, how such strategies should be implemented remains unanswered. A popular approach is to launch a brand extension in the same or a similar product category (high fit). However, for cross-gender brand extension, this strategy can dilute the gender personality of the parent brand (i.e. masculinity or femininity). We propose that launching cross-gender brand extensions in a product category with low fit is an effective strategy as it enables cognitive distancing of the extension from the parent brand. Two experiments confirm that introducing low (versus high) fit cross-gender brand extensions mitigate the parent brand{\textquoteright}s gender personality dilution, leading to more positive evaluations of the parent brand amongst existing customers and higher purchase intention amongst new target customers for the cross-gender brand extension.",
keywords = "Cross-gender brand extension, Gendered branding, Product category fit, Brand gender personality dilution",
author = "Yuen, {Tsunwai Wesley} and Marzena Nieroda and Hongwei He and Yunseul Park",
year = "2021",
month = oct,
doi = "10.1016/j.jbusres.2021.06.035",
language = "English",
volume = "135",
pages = "348--357",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier Inc.",

}

RIS

TY - JOUR

T1 - Can dissimilarity in product category be an opportunity for cross-gender brand extension?

AU - Yuen, Tsunwai Wesley

AU - Nieroda, Marzena

AU - He, Hongwei

AU - Park, Yunseul

PY - 2021/10

Y1 - 2021/10

N2 - Leveraging cross-gender brand extensions (new product offerings under the same brand name for customers of the opposite sex) can facilitate brand growth. However, how such strategies should be implemented remains unanswered. A popular approach is to launch a brand extension in the same or a similar product category (high fit). However, for cross-gender brand extension, this strategy can dilute the gender personality of the parent brand (i.e. masculinity or femininity). We propose that launching cross-gender brand extensions in a product category with low fit is an effective strategy as it enables cognitive distancing of the extension from the parent brand. Two experiments confirm that introducing low (versus high) fit cross-gender brand extensions mitigate the parent brand’s gender personality dilution, leading to more positive evaluations of the parent brand amongst existing customers and higher purchase intention amongst new target customers for the cross-gender brand extension.

AB - Leveraging cross-gender brand extensions (new product offerings under the same brand name for customers of the opposite sex) can facilitate brand growth. However, how such strategies should be implemented remains unanswered. A popular approach is to launch a brand extension in the same or a similar product category (high fit). However, for cross-gender brand extension, this strategy can dilute the gender personality of the parent brand (i.e. masculinity or femininity). We propose that launching cross-gender brand extensions in a product category with low fit is an effective strategy as it enables cognitive distancing of the extension from the parent brand. Two experiments confirm that introducing low (versus high) fit cross-gender brand extensions mitigate the parent brand’s gender personality dilution, leading to more positive evaluations of the parent brand amongst existing customers and higher purchase intention amongst new target customers for the cross-gender brand extension.

KW - Cross-gender brand extension

KW - Gendered branding

KW - Product category fit

KW - Brand gender personality dilution

U2 - 10.1016/j.jbusres.2021.06.035

DO - 10.1016/j.jbusres.2021.06.035

M3 - Article

VL - 135

SP - 348

EP - 357

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

ER -