Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/44539
Title: Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions
Authors: Jung, K.
Lee, W. 
Issue Date: 2006
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
URI: http://scholarbank.nus.edu.sg/handle/10635/44539
ISSN: 00989258
Appears in Collections:Staff Publications

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