Consumer Response to Brand Gender Bending: An Integrated Review and Future Research Agenda

Abstract

In the postmodern era, many marketers have disturbed the strict gender discipline traditionally associated with gendered brands. Marketers are redoing their gender work by blurring the stark distinction between masculine and feminine brands. New consumption ideologies are developing that transcend the gendered meanings of brands and encourage men and women to infiltrate brands traditionally associated with the opposite gender. "Unisex" is emerging as the byword. This review convenes the phenomenological consumer responses to brand gender bending. It specifically highlights the contrast between the ways in which men and women react to dilution/revision of the gender identity meanings of their brands. This article also underscores the ethnographic, sociological, psychological, and anthropological reasons that justify these reactions. Based on the review and scientific understanding of the long-standing research, this article proposes a conceptual framework that exhibits the determinants that govern consumer responses to brand gender bending. Future researchers may empirically examine the validity of the framework. The practical implications of the article focus on providing suggestions to marketers engaged in the design of cross-gender brand extension strategies. It is believed that this article adds a fresh multidisciplinary perspective to the exiting literature on brand gender bending.

Preferred Image of Women on Indian Television: A Move from Classic Stereotypes

“…Past studies indicate that though the society has undergone a change and women have entered the work force, traditional sex roles still persist in the society (Sandhu, Singh, & Batra, 2014), and home remains the prime responsibility of women (Aryee, 1992; Bailyn, 1992; Sandhu & Thind, 2014). Men resist entry into female domains (Penaloza, 1994; Sandhu, 2017) and in most cases are not ready to shoulder the additional responsibility that comes their way when women work outside the house (Humphrey, Brown, Bell, Lee, & Worthy, 2004). Men also view feminization of outside work as female encroachment of a male territory.…”

Gendering Products Through Advertisements: A Review (1973–2019) of Various Cues Employed by Advertisers

“…Individuals are inclined to appropriate products that convey their gender identity (Avery, 2012). They seek convergence between their gender and the product gender (Sandhu, 2017). Individuals high on this need consciously look for gender cues in marketing commentaries and advertising campaigns (Schroeder & Zwick, 2004).…”

“…Discriminatory societal action (Czarniawska, 2013), the impact of media, and communication with other individuals (Gauntlett, 2009) coerce individuals into gendering (Czarniawska, 2013). Consequently, individuals develop a sense of masculinity or femininity (Sandhu, 2017), frequently referred to as gender identity (Johnson & Wassersug, 2010).…”

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

“…It is a spectrum of emotions and ideologies (Eagly, 2013) that help individuals conform to or resist the culturally sanctioned and popularly understood definitions of masculinity and femininity (Butler, 2004; Gherardi, 1995; McDonald, 2013). In understanding their subjective gender, individuals selectively choose and discard gendered behaviors and practices (Lorber, 1994; Sandhu, 2017; Wetherell & Edley, 1999), and develop a personal sense of masculinity or femininity (Johnson & Wassersug, 2010). This sense is commonly referred to as gender identity.…”