Commentary: A New Formula for Gendering Products and Brands
Abstract
Gendering a product or brand means associating its image with a sex role stereotype in the minds of consumers. Examines, using research, the requirements and prohibitions of contemporary masculine and feminine sex roles and the kinds of consumers who do and do not adhere to them. Provides ten specific recommendations for choosing a product or brand gendering strategy, based on target market demographics and the tendency for different groups to prefer gendered products or brands over those that are ungendered.
Keywords
Citation
Alreck, P.L. (1994), "Commentary: A New Formula for Gendering Products and Brands", Journal of Product & Brand Management, Vol. 3 No. 1, pp. 6-18. https://doi.org/10.1108/10610429410053059
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited