Gender identity and brand incongruence: when in doubt, pursue masculinity

Abstract

Gender identity is the extent to which an individual identifies with masculine or feminine personality traits. Sex roles in Western societies continue to evolve, so this research examines the developing relationship between gender identity and consumer responses to gendered branding. Grounded in self-congruency theory [Sirgy, M. J. (1982). Selfconcept in consumer behavior: A critical review. Journal of Consumer Research, 9, 287-300], the present research reports an experiment that supports a congruence relationship between gender identity and brand response. Masculine consumers prefer masculine brands. The results also show incongruent brand rejection where masculine consumers react negatively to feminine brands although feminine consumers are more accepting of masculine brands. Further, the results suggest that gender identity is a more effective dimension for customer segmentation than biological sex. Overall, the results suggest that masculine brands are more effective than other gendered brand profiles for masculine, feminine, and androgynous consumers.

Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love

“…This paper contributes to the literature by shedding light on the asymmetrical importance of the two dimensions of brand gender; it demonstrates the particular importance of the masculine dimension of brand gender in developing consumer engagement with brands on Facebook, as it generates both consuming and contributing online behaviors (though the strength of this impact is low). These results are in line with those of previous research (Avery, 2012;Azar et al, 2018;Jung & Lee, 2006;Neale, Robbie, & Martin, 2016) suggesting that masculine brands are more effective than feminine gendered profiles, as women tend to accept masculine brands, while men tend to resist and reject feminine brands.…”

“…These findings contribute to the literature on CBE in social media by highlight that "lurking" is a participative and valuable form of social media behavior, and that, although less visible, lurkers are a valuable target for brand communications on Facebook (Azar et al, 2016;Edelmann, 2013;Shang et al, 2006;Shao, 2009). Again, this finding is consistent with prior literature, highlighting the major role of MBP on consumer behavioral responses to gendered brands (Azar et al, 2018;Neale et al, 2016). Notes: BC, Bias Corrected.…”

Do gender identities of femininity and masculinity affect the intention to buy ethical products?

“…Further, according to self‐congruency theory, consumers prefer products and brands that “are congruent with their self‐concept” (Sirgy, , p.291). To the extent that gender identity is a relevant part of individuals’ self‐concept and is also a prominent dimension of brand personality, favorable consumer responses (i.e., loyalty, purchase intentions) may be expected, as suggested by Neale et al (). Further, previous studies on impression management in ethical settings have revealed that when a consumer, especially in public contexts (i.e., at the supermarket), makes an ethical purchase, observers perceive him/her as more feminine (Shang & Peloza, ).…”

“…Specifically, we found evidence for the influence of gender identity in shaping consumer intentions towards ethical products. While social psychologists have acknowledged the idea that even inanimate objects can be imbued with human characteristics, such as psychological or personality traits (Neale, Robbie, & Martin, ), “marketers support consumers’ need for self‐expression by creating masculine or feminine brand associations” (Grohmann, , p.106). For example, Jeep is associated with adventurous, independent and authentic characteristics which relate to traits of masculinity; whereas Johnson and Johnson's embodies caring, maternal and nurturing qualities which are generally linked to femininity identities.…”

“…To the extent that we have not investigated the congruence of ethical consumers’ gender identity and specific products or brands personalities, we cannot directly suggest that marketers should attach femininity traits to ethical products. However, there is theoretical basis (Grohmann, ; Neale et al, ) to suggest that marketers should communicate ethical appeals in a tailored way such that consumers can simply identify femininity attributes when selecting a product on the aisle. For instance, femininity can inspire advertising campaigns of ethical products by conveying feelings of tenderness or eagerness to soothe hurt feelings.…”