Can dissimilarity in product category be an opportunity for cross-gender brand extension?

Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; Park, Yunseul

doi:10.1016/j.jbusres.2021.06.035

Cited by 6 publications

(4 citation statements)

References 31 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Instances abound, however, of brands – across the globe – that have enjoyed extension success despite a relatively low fit (Tripathi et al , 2018). The literature also suggests instances such as cross gender extensions in which the fit between the parent and extended brand becomes inconsequential (Yuen et al , 2021). Accordingly, the present study proposed and provided empirical evidence highlighting the role of alternative drivers of consumers’ intentions to purchase brand extensions, significant among which is brand nostalgia.…”

Section: Discussionmentioning

confidence: 99%

“…Likewise, brands like Dettol (Tripathi et al , 2018) and Weikfield (2021) have extended into unrelated categories in India. Indeed, a low fit between parent brands and extended brands may be beneficial when introducing extensions; to achieve a desired level of dilution of current parent brand associations (such as those related to gender) (Yuen et al , 2021).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…Hence, researchers such as Belén del Río et al (2001), Martinelli et al (2015) do not explicitly measure the role of overall extension fit on consumer attitudes towards brand extensions. Researchers have shown consumers to have a positive attitude towards brand extensions even when the fit is low (Yuen et al , 2021), moderate (Fedorikhin et al , 2008) or undetermined (O’Reilly et al , 2017). According to their recommendations, other variables are important in evaluating consumers’ intentions to purchase brand extensions.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

See 2 more Smart Citations

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

View full text Add to dashboard Cite

Purpose The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions. Design/methodology/approach The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method. Findings The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions. Research limitations/implications The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions. Practical implications Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments. Originality/value To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

show abstract

Section: Discussionmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

See 1 more Smart Citation

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Banerjee

Shaikh

2022

JPBM

View full text Add to dashboard Cite

show abstract

“…This stems from the need to adhere to what a more valued biological gender identity stands for and to protect the in-group status as suggested by the social identity theory, Past studies have investigated the phenomenon of cross-gender consumption, that is, how males evaluate feminine products and vice versa (Alreck, 1994;Morris & Cundiff, 1971;Stuteville, 1971). More recent research has been organized around the cross-gender brand extension and its evaluation (Azar et al, 2018;Jung & Lee, 2006;Ulrich, 2013;Veg-Sala & Roux, 2018;Yuen et al, 2021). Most women are reasonably accepting of masculine symbols but men do not like to be associated with feminine cues (Alreck, 1994;Neale et al, 2016).…”

Section: Gender Image Of the Parent Brand And Evaluation Of Unisex Of...mentioning

confidence: 99%

It is better with a shade of blue! Consumer evaluation of unisex extension of brands

Bhanja

Mehta

2022

Int J Consumer Studies

View full text Add to dashboard Cite

Launching unisex or agender extension of existing brands is being increasingly practiced by marketers today. However, there is limited research that explores consumers’ responses to unisex brand extensions. The purpose of this research was to contribute to the understanding of consumer evaluation of the agender extension of brands. It uses the theory of social identity as an overarching conceptual lens to examine the influence of consumer’s biological gender, gender image of the parent brand, and product type on the evaluation of the unisex extension of brands. Hypotheses are developed and tested across three experimental studies conducted among graduate student‐participants of a management school. Our findings suggest that women compared to men are more favorable towards unisex brand extensions and unisex offerings in general. Additionally, a unisex extension of a masculine brand is preferred over feminine brands by both men and women. Finally, for products that are higher on symbolic value women evaluate unisex extension more favorably, whereas for men the evaluations worsen. The research findings will help managers in taking unisex brand extension decisions.

show abstract

Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification

Delgado-Ballester,

Fernandez-Sabiote

2024

Journal of Business Research

View full text Add to dashboard Cite

Can dissimilarity in product category be an opportunity for cross-gender brand extension?

Cited by 6 publications

References 31 publications

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

Impact of brand nostalgia on intention to purchase brand extensions: moderating role of brand attachment

It is better with a shade of blue! Consumer evaluation of unisex extension of brands

Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification

Contact Info

Product

Resources

About