Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending

@inproceedings{Avery2012DefendingTM,
  title={Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending},
  author={Jill Avery},
  year={2012}
}
I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand gender contamination's effects on the identity projects of consumers, the brand as an identity marker, and the prevailing gender order in the group. Through the promulgation of gender stereotypes, Porsche owners stratify themselves along gender lines and… Expand
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