Can Being Similar in Product Category a Liability for Cross-gender Brand Extension

Yuen, Tsunwai Wesley, Nieroda, Marzena, He, Hongwei and Park, Yunseul (2019) Can Being Similar in Product Category a Liability for Cross-gender Brand Extension. In: European Marketing Academy Conference (EMAC) 48th Annual Conference, 28-31 May 2019, University of Hamburg.

[img] PDF
Restricted to Repository staff only

Item Type:Conference or Workshop contribution (Paper)
Item Status:Live Archive


A cross-gender brand extension strategy refers to brands introducing new product offerings under the same brand name to customers of the opposite sex. While many companies adopt a high categorical fit brand extension approach by launching new products in the same or similar product category, little is known about how categorical fit influences consumers’ perception of the parent brand under the condition of cross-gender brand extension. An experimental study revealed that introducing high (versus low) categorical fit product to the opposite sex diminishes the perceived level of original brand gender personality. Consequently, the male (female) consumers’ parent brand attitude is negatively affected when they encounter a male (female) brand introduces high categorical fit female (male) products. The results contribute to the cross-gender brand extension literature and provide a guideline for marketers when launching cross-gender brand extensions.

Keywords:Cross-gender brand extension, Categorical fit, Reciprocal Spillover effects
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:39421
Deposited On:10 Jan 2020 15:18

Repository Staff Only: item control page