The Effect of Brand Gender Similarity on Brand-Alliance Fit and Purchase Intention (original) (raw)
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Co-branding has become an increasingly popular strategy over recent decades. Studies have found that the pre-existing attitudes to the parent brands, fit between their product categories and perceived fit in the brands themselves as important drivers of a co-brand success. Despite its importance, most studies have treated brand fit as a simple measure of complementarity and consistency. Recently, a few papers have challenged this view, suggesting that a broader range of brand attributes (such as personality, functional and hedonic characteristics, cultural meaning) should also be considered when investigating brand alliances. The current study draws on these findings, exploring the fit between partners' brand images and how they influence perceptions of a brand alliance. We treat brand image as a multi-dimensional construct, consisting of economic, symbolic, sensory, futuristic and utilitarian elements. Using an experimental design with nine hypothetical brand pairings with 221 respondents, we find brand image fit provides greater explanatory power over a traditional unidimensional measure of brand fit, with economic, futuristic and utilitarian dimensions having a significant influence on co-brand perceptions.
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2003
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Journal of Indian Business Research, 2012
Purpose -The purpose of this paper is to explore gender differences in consumer brand relationships with respect to affect and cognition, also to examine the difference between genders with respect to the impact of variables such as age and influence of peers and family on consumer brand relationships Design/methodology/approach -For this study, a field experiment approach was used, combined with depth interviews. The experiment was a three-step process where respondents were first taken through a Resonant Field Imaging (RFIe) in order to identify the types and function of all bio-energies present in the specific regions of the human brain. In the second step, this was followed by a conversation of about 30 minutes about the respondent's most preferred brand. As the final step, a brain scan was again taken to access the bio-energies in the brain of the respondent subsequent to the conversation about the most preferred brand. Findings -The authors find that while both men and women form relationships with brands, these relationships are more affect based for women and more cognition based for men; this finding holds for respondents at a younger age. As time passes, this difference between men and women narrows. By the age of 35, women's brand relationships tend to become relatively less affect based and more functional. The authors provide insights into the effect of family and peers on brand relationships. Research limitations/implications -This study is conducted in the age group of 18 to 35 years across SEC A and B as they have greater exposure to brands in order to form relationships. Hence, it would be difficult to generalize this study across all the socio-economic classes. Practical implications -The study would help managers devise strategies for both the genders and across different age groups, in order to establish relationships with their brands. Social implications -The study provides insights into the psychological behavior of men and women with respect to their interactions with brands. It throws light on the change in behavior with increasing age and how the basis for relationships formation varies. Originality/value -The paper combines gender differences and the role of affect and cognition in the marketing context.
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Brand Gender and its Dimensions. European Advances in Consumer Research, vol 9 (2010)
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Brand alliances, which involve intentionally presenting two or more brands together, appear in many different forms. For example, Subway stores placed within Wal-Mart, Airbus A380 airplanes with Rolls-Royce Trent engines, and Nike+iPod co-developed personal trainers are among the more well-known manifestations of this strategy. Our study contributes to the literature on brand alliances by conceptualizing and measuring a typology of brand alliance types based on their degree of integration. We also empirically test and find that consumers are sensitive to varying degrees of brand alliance integration. We then link these findings to the managerial decision of how and with whom a brand should form an alliance. We use extensive examples, conversations with managers, and survey-based experiments to show that brand alliance integration is relevant and impactful to both managers and consumers.
The Impact of Brand Variance on Gender in FMCG Sector
Holistic Approaches to Brand Culture and Communication Across Industries, 2018
With the rapidly changing times and technology, more and more companies are moving towards brand extensions to acquire a competitive advantage. There are various factors enhancing brand equity while extending the brand into new categories like brand awareness, personality, lifestyle, relationship with the consumers, cultural differences among consumers and demographics. Demographic of a brand is the most important personality characteristic which leads to most easily extractable variables like gender, age and class. Gender plays a significant role in shaping the brand personality of a brand and its subsequent variants. (Levy, 1959). This chapter relies on the relationship between gender based brand personality and brand equity drawn from the study titled "The effect of Brand Gender on Brand Equity". (Lieven, 2014). This research paper concludes that brand androgyny(masculinity or feminity of the brand) was negatively related to brand associations i.e., brand equity is not influenced by gender associations related to the brand or the product category.. So, this chapter explores whether there is a relationship between gender and different variants of the brand. Also, should advertisers design gender focused messages for the different brand variants. The methodology chosen for this research is quantitative in nature. The independent variable in this research is gender and the dependent variable is brand variance. This research paper shows that there is no impact of brand variants on gender. Advertisements need to be designed in a manner that target both males and females psychologically rather that demographically especially gender based.