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|Title:||Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions|
|Source:||Jung, K.,Lee, W. (2006). Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions. Advances in Consumer Research 33 : 67-74. ScholarBank@NUS Repository.|
|Abstract:||Many brands can possess strong gender identity: Marlboro for masculine images and Channel for feminine images. Over the years, there has been a growing trend of cross-gender extensions among brands, partly due to the unisex trend in consumer goods. This study examines consumers' evaluations of cross-gender extensions in an attempt to identify conditions for successful cross-gender extensions. The results show that the gender of a brand, gender of consumers, and product type influence the evaluation of cross-gender extensions.|
|Source Title:||Advances in Consumer Research|
|Appears in Collections:||Staff Publications|
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