Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands
| Autor: | Isabelle Aimé, Isabelle Ulrich, Salim Azar |
|---|---|
| Přispěvatelé: | Neoma Business School (NEOMA), CY Cergy Paris Université (CY), Université Saint-Joseph de Beyrouth (USJ), Kedge Business School (Kedge BS) |
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
Marketing
media_common.quotation_subject 05 social sciences Contrast (statistics) Patronymic brand Brand strategy Brand names Brand personality Extension (metaphysics) Order (business) Brand extension Masculinity 0502 economics and business Critical success factor Similarity (psychology) Brand gender [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing Psychology Social psychology Patronymic 050203 business & management media_common |
| Zdroj: | Journal of Business Research Journal of Business Research, Elsevier, 2020, 120, pp.157-174. ⟨10.1016/j.jbusres.2020.07.027⟩ |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2020.07.027⟩ |
| Popis: | International audience; This research builds on similarity theory in order to understand the key success factors of brand naming strategies for the cross-gender extension of female patronymic brands targeting men. Study 1 demonstrates that the most common naming strategy – adding a “Men” descriptor to the brand name – does not significantly increase brand attitude as the perceived brand masculinity cannot be enhanced for men. Study 2 extends Study 1 bytesting two more distant brand naming strategies: (1) dropping the first name and (2) using brand initials. The results show an inverted-U relationship pattern that reveals the key role of similarity: Dropping the first name has the most positive impact on brand extension attitude, purchase intention, and spillover effect. By contrast, the strategy using brand initials is too dissimilar from the initial brand name to be attractive to men. These findings provide managerial implications for practitioners considering a cross-gender brand extension strategy. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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