Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands

Ulrich, Isabelle; Azar, Salim; Aimé, Isabelle

doi:10.1016/j.jbusres.2020.07.027

Cited by 9 publications

(8 citation statements)

References 75 publications

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“…Brand gender or masculine/FBP traits have caught the attention of researchers and marketers over years (Grohmann, 2009; Ulrich et al , 2020). As consumers tend to create, communicate, and enhance self-identity through brands, they look at the brands from a personality perspective and it makes the brand gender an attractive proposition in their decision-making (Avery, 2012; Lieven et al , 2015; Lieven and Hildebrand, 2016).…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

Kumar

2021

JPBM

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Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated. Design/methodology/approach The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement. Research limitations/implications The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs. Practical implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs. Originality/value This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.

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Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

Kumar

2021

JPBM

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“…Previous branding studies have shown that customers link corporations with a wide range of personality qualities (Eagly and Wood, 2012). Feminine and masculine traits are essential for defining and promoting a place/brand (Pang and Ding, 2021;Ulrich et al, 2020). Integrating particular gender qualities of a brand personality (such as femininity and competence) has served to express the brand's symbolic and hedonic value during the previous two decades (Ekinci et al, 2013).…”

Section: Destination-gender and Destination Stereotypesmentioning

confidence: 99%

“…Prior branding research has demonstrated that consumers associate businesses with many personality traits. Identifying and positioning a brand requires masculine and feminine characteristics (Ulrich et al, 2020). It has been demonstrated that customers respond positively to masculinity and femininity in Destination brand attachment and brand love brands (Diamantopoulos et al, 2017); these researchers discovered that consumers were more inclined to purchase from a welcoming and knowledgeable country.…”

Section: Destination Gender and Dba Through Stereotypesmentioning

confidence: 99%

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Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement

Hamdy,

Zhang,

Eid

2023

MIP

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PurposeThe main purposes of this article are twofold: (1) to investigate the unexplored connections among destination gender personality, destination stereotypes, brand attachment and destination brand love and (2) to examine the moderating role of destination involvement in the association between destination stereotypes and destination brand attachment (DBA).Design/methodology/approachThe conceptual model is evaluated using qualitative methods (i.e. three focus groups, six academic experts and a pilot study). In addition, using an empirical study with 610 international travelers who visited Egypt selected by systematic random sampling, 8 hypotheses were analyzed and tested using structural equation modeling (SEM) by AMOS 23, confirmatory factor analyses and exploratory factor analyses.FindingsThe study’s results suggest that destination gender plays a vital role in enhancing stereotypes, stereotypes positively affect attachment and DBA positively affects destination brand love. Finally, the results show that destination involvement moderates the dual influence of the warmth and competence of stereotypes on destination attachment.Practical implicationsThe research supports the contention that social perception mechanisms are crucial in destination brand perception. It offers new understandings of the association between customers' destination brand perceptions and their responses to destinations.Originality/valueThis paper contributes to the travel literature by analyzing a novel model of destination gender personality, stereotypes, DBA and destination brand love using both social role (SR) theory and a stereotype content model (SCM). Besides attempting this task, it explores the moderating role of destination involvement in the association between stereotypes and destination attachment using the elaboration likelihood model.

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“…Next, we turn to the sister brand extensions literature. 1 The brand extensions literature examines two related phenomena: forward effects on the extension from the parent brand (e.g., Dawar and Anderson 1994;Goedertier et al 2015;Miniard et al 2020;Ulrich et al 2020) and, to a lesser extent, feedback effects on the parent brand from the extension (e.g., Riley et al 2013;Michel and Donthu 2014).…”

Section: Research Backgroundmentioning

confidence: 99%

How do line extensions impact brand sales? The role of feature similarity and brand architecture

Sezen,

Pauwels,

Ataman

2023

J Market Anal

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Brand architecture decisions have important performance implications but have seen little quantitative research. In particular, there is little empirical evidence on how the strength of the link established among clusters of products within the company’s portfolio impact the sales effects of typical marketing actions such as line extensions. This paper quantifies the effect of different brand architecture choices and product feature similarity in moderating the impact of line extensions on brand sales. Based on categorization theory, the authors hypothesize that brand name similarity and feature similarity, both independently, and in interaction, increase brand cannibalization. The empirical analysis in three consumer packaged-goods categories shows that it is more critical to minimize the feature similarity than brand name similarity to limit cannibalization and generate higher incremental sales from line extensions. Controlling for feature similarity, line extensions introduced under sub-brands cause greater cannibalization.

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Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands

Cited by 9 publications

References 75 publications

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

Does destination gender matter for destination brand attachment and brand love? The moderating role of destination involvement

How do line extensions impact brand sales? The role of feature similarity and brand architecture

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