Corpus ID: 145121245

The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions

@inproceedings{Frieden2013TheRO,
  title={The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions},
  author={Laura Rose Frieden},
  year={2013}
}
Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand… Expand

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Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Gender Dimensions of Brand Personality
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