Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/44539
DC FieldValue
dc.titleCross-gender brand extensions: Effects of gender of the brand, gender of consumer, and product type on evaluation of cross-gender extensions
dc.contributor.authorJung, K.
dc.contributor.authorLee, W.
dc.date.accessioned2013-10-09T08:58:34Z
dc.date.available2013-10-09T08:58:34Z
dc.date.issued2006
dc.identifier.citationJung, 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.issn00989258
dc.identifier.urihttp://scholarbank.nus.edu.sg/handle/10635/44539
dc.description.abstractMany 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.sourceScopus
dc.typeConference Paper
dc.contributor.departmentHUMAN RESOURCE MANAGEMENT UNIT
dc.description.sourcetitleAdvances in Consumer Research
dc.description.volume33
dc.description.page67-74
dc.identifier.isiutNOT_IN_WOS
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