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Cross-gender Brand Extensions: How will gender of brand, gender of consumer and extension category influence the evaluation of a cross-gender brand extension?

Schartum, Christian; Rikardsen, Emil Kristian Meland
Master thesis
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URI
http://hdl.handle.net/11250/2621858
Date
2019
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  • Master of Science [1117]
Abstract
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.
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2019
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Handelshøyskolen BI

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