Please use this identifier to cite or link to this item:
https://scholarbank.nus.edu.sg/handle/10635/44539
DC Field | Value | |
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dc.title | Cross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions | |
dc.contributor.author | Jung, K. | |
dc.contributor.author | Lee, W. | |
dc.date.accessioned | 2013-10-09T08:58:34Z | |
dc.date.available | 2013-10-09T08:58:34Z | |
dc.date.issued | 2006 | |
dc.identifier.citation | 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. | |
dc.identifier.issn | 00989258 | |
dc.identifier.uri | http://scholarbank.nus.edu.sg/handle/10635/44539 | |
dc.description.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. | |
dc.source | Scopus | |
dc.type | Conference Paper | |
dc.contributor.department | HUMAN RESOURCE MANAGEMENT UNIT | |
dc.description.sourcetitle | Advances in Consumer Research | |
dc.description.volume | 33 | |
dc.description.page | 67-74 | |
dc.identifier.isiut | NOT_IN_WOS | |
Appears in Collections: | Staff Publications |
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