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This study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.

Three independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.

The authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.

The study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

Despite the healthy growth in studies and publications in recent years in relation to the expanding paradigm of gender and entrepreneurship, and notwithstanding the success of this very journal, from the perspective of the author, the field remains overly dominated by a focus on female and women's entrepreneurship. Conversely, there are few studies on masculinity and entrepreneurship and the role of men in shaping gendered entrepreneurship. In addition, few male entrepreneurship scholars choose to write in this niche and specialised field. Indeed, there is a discernible imbalance in the literature in relation to what can be termed as “silent” and “silenced” masculinities. In this reflection, the study aims to look back at his career as an entrepreneurship and gender scholar, considering why this situation exists.

This is an invited, reflective essay written in an auto-ethnographic style containing personal viewpoints.

In the feminist-inspired gender and entrepreneurship literature, “Patriarchy” and the entrepreneurial “strawman” are blamed for the problems associated with the “silent” and silenced female entrepreneur. Much of the gendered literature concentrates on gendered female stereotypes and in particular on negative elements of these. The main finding is that the common assumption of the female as proxy for gender has, to date, prevented the consideration of the full spectrum of gendered identities. These issues are explored, and a call is made for more in-depth research into masculinity and entrepreneurship.

This reflection presents some novel thoughts on how to advance the debate on gender scholarship and in particular masculinity.

In the context of feminist and postmodern thought, traditional conceptions of masculinity and what it means to be a “Real Man” have been critiqued. In Genevieve Lloyd's The Man of Reason, this critique takes the form of exposing the effect that the distinctive masculinity of the “man of reason” has had on the history of philosophy. One major feature of the masculine‐feminine dichotomy will emerge as a key notion for understanding the rest of the paper: the dichotomy of reason‐feeling, a parallel and a foundational aspect to the dichotomy of masculinity and femininity. In exploring the history of symbolic conceptions of masculinity in ancient Greece, the Renaissance, and the present, one finds that the oppression of women is integrally linked to the traditional tie between masculinity and reason. There have been many efforts in recent feminist philosophy to rewrite or redefine “Woman” in such a way as to alleviate the oppression of women. I argue that the effectiveness of rewriting Woman for this purpose is problematic, primarily because any rewriting of this type must occur in the current historical context of hierarchical dualisms, like Man‐Woman, masculine‐feminine, male‐female. These binary oppositions arguably find their roots in Pythagorean philosophy and can be traced through the Renaissance to our current historical context. It is these dualisms that have traditionally valued the masculine side of the Man‐Woman dichotomy more than the feminine. Further, it will be argued that the hierarchical dualism of Man and Woman is so pervasive that if we rewrite or redefine the inferior, deprivileged side of that dualism, we cannot correct its devalued status. Instead, we redefine that which is undervalued but retain its devalued status. This particular aspect of attempts to critique hierarchical dualisms like reason and feeling has been reflected in the writings of many feminists, male and female. This paper will show that in cases where women attempt to redefine the dichotomy by revaluing the traditionally feminine (like feelings and emotions) over the traditionally masculine (like reason) their work is often mistakenly criticized for being purely political; conversely, when men attempt to redefine the same dichotomy in an attempt to allow men to “get back in touch with their feelings,” to be nurturers, their work is described in terms of providing a better epistemology. The current literature on masculinity explores alternatives to rewriting or redefining Woman that try to avoid the problem of status remaining with redefinition. This alternative is rewriting or redefining Man. Through redefining Man, one may be able to reconceptualize the privileged side of the hierarchical dualism in such a way that it is no longer privileged. Deprivileging, as well as redefining Man, is argued by theorists of masculinity to be possible because while the devalued status of the inferior side of a hierarchical dualism tends to keep the same status when redefined, it may be possible to redefine the privileged side of the dualism in such a way that it loses its privileged status. Unfortunately, many of these attempts to rewrite or redefine masculinity have detrimental faults of their own. Finally, this paper will discuss more promising possibilities for new definitions of Man, as well as a vision for better interaction between the work of women and men in general.

The growing public anxiety towards the end of the twentieth century that men were “in crisis” was articulated in popular-cultural texts. The purpose of this paper is to examine the TV family sitcom Modern Family, in order to explore the ways that it constructs the masculine post-9/11.

The approach used is that of cultural studies, a field which draws together theorisation and analytical methods from a variety of disciplines.

Despite the variety of family structures represented in the series Modern Family, its narratives continue to foster traditional notions of patriarchal power. However, the presence of alternate versions of “family” and “masculinity” suggests an awareness of other possibilities.

This paper may model to its readers a way of approaching and analysing other popular-cultural texts for their representations of masculinity.

An understanding of the dynamics of masculinity and its alternative forms of masculinity may be likely to have a material impact in the social sphere.

By drawing together theory and analytical approaches from a variety of relevant disciplines, the paper demonstrates that, in the wake of the events of 9/11, there are twin impulses simultaneously to adhere to a familiar, dominant notion of masculinity, yet to propose alternate forms of the masculine.

The purpose of this paper is to examine the role of psychological androgyny, a construct that represents a combination of masculinity and femininity, in explaining changes in descriptions of a good manager over time.

Samples of the same two populations were surveyed at four different points in time spanning four decades (N = 1,818).

Good-manager descriptions became increasingly similar in masculinity and femininity over time, or increasingly androgynous according to the balance conceptualization of androgyny. However, both good-manager masculinity and good-manager femininity declined over time, with masculinity declining to a greater extent, which accounted for the greater similarity in these scores. As a result, according to the high masculinity/high femininity conceptualization of androgyny, good-manager descriptions actually became decreasingly androgynous and more “undifferentiated”. Overall, the trend in leader prototypes over time was toward less emphasis on traits associated with members of either sex.

Limitations of two alternative methods of analyses and the survey instrument are acknowledged. What constituted a good manager may have depended on the context. Further scholarly attention to the concept of an undifferentiated leadership style is recommended.

People may be moving beyond leader prototypes based on the simple application of gender stereotypes. Changes in leader prototypes over the past four decades may contribute to enhancements in women’s societal status.

Leader prototypes may disadvantage women less than in the past.

Results suggest that the role of androgyny in leader prototypes is declining according to the high masculinity/high femininity conceptualization.

The purpose of this paper is to demonstrate that Bourdieu’s concept of masculine domination offers a comprehensive social theory of gender as compared to Connell’s concept of hegemonic masculinity through examining the proposition of positive hegemonic masculinity.

This is a conceptual paper that argues that Bourdieu’s concept of masculine domination offers a comprehensive social theory of gender as compared to Connell’s concept of hegemonic masculinity.

The findings demonstrate that Bourdieu’s concept of masculine domination incorporates both discursive and material structures of the gender system that privileges men/masculine over women/feminine, making it a comprehensive social theory of gender.

The concepts of hegemonic masculinity and masculine domination have not been reviewed in the light of emerging perspectives on hegemony, power and domination. The future research could focus on a review of research methods such as institutional ethnography, in examining masculine domination.

Using masculine domination perspective, organizations could identify specific managerial discourses, aspects of work organization and practices in order to eliminate gender-based discrimination, harassment and unequal access to resources.

Public policy interventions aimed at inclusive development could examine women’s condition of continued disadvantageousness, through masculine domination perspective.

The authors seek to provide a comparative view of the concepts of hegemonic masculinity and masculine domination, using the categories of comparison that was not attempted earlier.

This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.

This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.

Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.

Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.

This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.

This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.

The purpose of this paper is to examine the relationships between men and brands and specifically how they configure their masculinities in relation to daily used brands.

In-depth interviews with projective technique were conducted with 20 men with different masculinities and sexual orientations to explore their practices regarding and relations to various product categories and brands.

First, this paper shows how men’s relationships to daily used brands vary according to different forms of masculinities, in a continuum apparently disconnected from sexual orientation. Men with “resistant” masculinities are strongly attached to choosing masculine brands; others with more hybrid masculinities are more open to feminine brands and do not care about brand gender. Second, this paper shows the importance of brand gender salience: Men with more traditional masculinities interpret brands through the prism of gender first and over-interpret gendered cues in brand execution. Third, feminine brands are considered as threats for men with traditional masculinities. Fourth, brand extensions to the opposite sex are criticized by men with more traditional masculinities but appreciated by men with hybrid masculinities, independently of sexual orientation.

This paper investigates the relationships between men and brand gender for daily used brands, by introducing a diversity of masculinities. Furthermore, it builds on a qualitative approach to capture individuals’ diverse masculinities. This helps capture the complexity of gender and better understand the relationships between men, masculinities and brands.

This paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility.

Grounded in consumer acculturation theory, this paper draws on theories of gender performance to inform a hermeneutic analysis of depth interviews with skilled migrant men.

To navigate experiences of emasculation, participants performed three remasculation strategies: status-based hypermasculinity, localised masculinity and flexible masculinity.

This study offers insights for the design of migrant settlement policy. Further research should investigate the remasculation strategies of low resource migrant men.

This paper makes two contributions to theories of gendered acculturation. First, while studies of acculturation as a gendered performance have shown how marketplace resources support the gendered identity projects of female migrants and the children of migrants, this paper provides the missing perspective of skilled migrant men. Beyond acting as “resistant” cultural gatekeepers of their family members’ gendered acculturation practices, first-generation migrant men emerge as creative, agentic and skilled negotiators of countervailing gender regimes. Second, transnationally dispersed families, migrant communities and country of origin networks emerge not only as acculturating agents which transmit gender regimes but also as audiences which enable the staging of remasculating performances.

This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns.

A series of four studies developed and validated a two-factor, five-item measurement scale for brand masculinity using exploratory and confirmatory factor analyses. Content and face validities; reliability and internal validity; convergent and discriminant validities were established. Generalisability of the two dimensions across the gendering of product categories was assessed. A cluster analysis was used to explore brand masculine patterns.

The results indicate that brand masculinity is a bi-dimensional construct (i.e. “Male chauvinism” and “Heroic” dimensions). A cluster analysis performed on 45 brands revealed four brand masculine patterns: hegemonic, emerging, chivalrous and subaltern.

French student subjects constitute the sample. Future studies might investigate the transferability of the results to other cultures. The classification scheme broadens the existing brand personality and brand gender literature and its derived brand taxonomies.

The results provide brand managers with a marketing tool to measure their brands' masculinity and allow them to adapt specific, previously developed gendered marketing strategies.

This research contributes to the brand personality and brand gender literature with new insights about the nature and structure of brands' masculine dimensions. The study moves the conceptualisation of this construct forward rejecting thus previous monolithic approaches to brand masculinity.