Matches in SemOpenAlex for { <https://semopenalex.org/work/W2145571818> ?p ?o ?g. }
- W2145571818 abstract "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 concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the present study focuses on gender roles, conceptualizing gender as levels of masculinity and femininity. The products featured were positioned as having either a symbolic or functional brand concept. The results from this study not only confirm that gender and gender roles are indeed two distinct concepts, but they also indicate that gender roles and brand concept have a significant effect on brand extension evaluations, especially when level of masculinity is a factor." @default.
- W2145571818 created "2016-06-24" @default.
- W2145571818 creator A5087436405 @default.
- W2145571818 date "2013-01-01" @default.
- W2145571818 modified "2023-09-26" @default.
- W2145571818 title "The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions" @default.
- W2145571818 cites W126823421 @default.
- W2145571818 cites W1507833758 @default.
- W2145571818 cites W1521468750 @default.
- W2145571818 cites W1530487374 @default.
- W2145571818 cites W1555287220 @default.
- W2145571818 cites W1570640121 @default.
- W2145571818 cites W1592080430 @default.
- W2145571818 cites W1663779844 @default.
- W2145571818 cites W1778165633 @default.
- W2145571818 cites W1908794967 @default.
- W2145571818 cites W1963673650 @default.
- W2145571818 cites W1968681351 @default.
- W2145571818 cites W1968908087 @default.
- W2145571818 cites W1971398745 @default.
- W2145571818 cites W1973328898 @default.
- W2145571818 cites W1973916720 @default.
- W2145571818 cites W1974181759 @default.
- W2145571818 cites W1977115530 @default.
- W2145571818 cites W1979217577 @default.
- W2145571818 cites W1985494116 @default.
- W2145571818 cites W1986367073 @default.
- W2145571818 cites W1987364024 @default.
- W2145571818 cites W2004213322 @default.
- W2145571818 cites W2006571314 @default.
- W2145571818 cites W2008371303 @default.
- W2145571818 cites W2015126037 @default.
- W2145571818 cites W2017014894 @default.
- W2145571818 cites W2018946533 @default.
- W2145571818 cites W2023599320 @default.
- W2145571818 cites W2027267056 @default.
- W2145571818 cites W2035625557 @default.
- W2145571818 cites W2039165733 @default.
- W2145571818 cites W2039839947 @default.
- W2145571818 cites W2040707744 @default.
- W2145571818 cites W2046022731 @default.
- W2145571818 cites W2047579316 @default.
- W2145571818 cites W2047796213 @default.
- W2145571818 cites W2052211341 @default.
- W2145571818 cites W2054347393 @default.
- W2145571818 cites W2059993778 @default.
- W2145571818 cites W2061389536 @default.
- W2145571818 cites W2062157754 @default.
- W2145571818 cites W2062912008 @default.
- W2145571818 cites W2063169022 @default.
- W2145571818 cites W2066008028 @default.
- W2145571818 cites W2066472665 @default.
- W2145571818 cites W2069165909 @default.
- W2145571818 cites W2069997140 @default.
- W2145571818 cites W2073336557 @default.
- W2145571818 cites W2078234616 @default.
- W2145571818 cites W2082663766 @default.
- W2145571818 cites W2086299956 @default.
- W2145571818 cites W2086682368 @default.
- W2145571818 cites W2091591358 @default.
- W2145571818 cites W2094096593 @default.
- W2145571818 cites W2099068279 @default.
- W2145571818 cites W2099594827 @default.
- W2145571818 cites W2106934011 @default.
- W2145571818 cites W2107576483 @default.
- W2145571818 cites W2108912568 @default.
- W2145571818 cites W2111771113 @default.
- W2145571818 cites W2116183406 @default.
- W2145571818 cites W2116762301 @default.
- W2145571818 cites W2116963073 @default.
- W2145571818 cites W2121133054 @default.
- W2145571818 cites W2127666006 @default.
- W2145571818 cites W2137597548 @default.
- W2145571818 cites W2139598950 @default.
- W2145571818 cites W2154611637 @default.
- W2145571818 cites W2171697157 @default.
- W2145571818 cites W2174579691 @default.
- W2145571818 cites W2189011179 @default.
- W2145571818 cites W2232925767 @default.
- W2145571818 cites W2315813753 @default.
- W2145571818 cites W2321286446 @default.
- W2145571818 cites W2335736081 @default.
- W2145571818 cites W2411943542 @default.
- W2145571818 cites W2415427744 @default.
- W2145571818 cites W2417442516 @default.
- W2145571818 cites W2417879373 @default.
- W2145571818 cites W2419405977 @default.
- W2145571818 cites W2566535164 @default.
- W2145571818 cites W2948781352 @default.
- W2145571818 cites W3121590070 @default.
- W2145571818 cites W3124394317 @default.
- W2145571818 cites W3124416841 @default.
- W2145571818 cites W3125369082 @default.
- W2145571818 cites W3143979668 @default.
- W2145571818 cites W365381798 @default.
- W2145571818 cites W2080811574 @default.
- W2145571818 hasPublicationYear "2013" @default.
- W2145571818 type Work @default.
- W2145571818 sameAs 2145571818 @default.
- W2145571818 citedByCount "1" @default.