Cross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?
Master thesis
Permanent lenke
http://hdl.handle.net/11250/2621858Utgivelsesdato
2019Metadata
Vis full innførselSamlinger
- Master of Science [1700]
Sammendrag
Cross-gender brand extension has become a valuable strategy in recent years and
grown to be an important component of strategic marketing communication.
Previous research has touched upon the topic, however, as far we could see few
studies have focused on the cross-gender brand extension on selected masculine
and feminine brand. In this thesis, we investigate how strong-gendered feminine
and masculine brands will respond to a cross-gender brand extension. To do so,
we conducted a 2 (strong gendered brands: Victoria’s Secret (feminine) vs
Comfyballs (masculine)) x 2 (extension strategy: brand extension vs cross-gender
brand extension) factorial between- subjects experiment. The results show that
launching a cross-gender brand extension will significantly reduce the overall
brand attitude of a strong-gendered brand.
Beskrivelse
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019