Gender Dimension of Brand Personality
BIANCA GROHMANN*
Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality–self-concept congruence in terms of masculine and feminine brand personality and consumers’ sex role identity positively influences affective, attitudinal, and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to the creation of brand fit in a brand extension context, which in turn leads to more positive brand extension evaluations and increased purchase intentions with regard to the extension.
Keywords: brand personality, measurement, brand management, brand evaluation, brand extension
Gender Dimensions of Brand Personality
Positioning strategies frequently aim to associate brands with masculine or feminine personality traits (e.g., “The softer side of Sears”). Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory have not been examined. Currently, marketers use human personality scales to measure gender dimensions of brand personality in the evaluation of positioning or repositioning strategies. However, scales measuring masculinity and femininity as human personality traits have not been validated in a brand personality context. Their use in the measurement of brand personality is inappropriate because there is evidence that scales measuring human personality traits do not necessarily lend themselves to the
Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality–self-concept congruence in terms of masculine and feminine brand personality and consumers’ sex role identity positively influences affective, attitudinal, and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to the creation of brand fit in a brand extension context, which in turn leads to more positive brand extension evaluations and increased purchase intentions with regard to the extension.
Keywords: brand personality, measurement, brand management, brand evaluation, brand extension
Gender Dimensions of Brand Personality
Positioning strategies frequently aim to associate brands with masculine or feminine personality traits (e.g., “The softer side of Sears”). Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory have not been examined. Currently, marketers use human personality scales to measure gender dimensions of brand personality in the evaluation of positioning or repositioning strategies. However, scales measuring masculinity and femininity as human personality traits have not been validated in a brand personality context. Their use in the measurement of brand personality is inappropriate because there is evidence that scales measuring human personality traits do not necessarily lend themselves to the
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