The effect of equity initiatives by gendered brands
Department
Marketing and Professional Sales
Document Type
Article
Publication Date
1-1-2023
Abstract
The current study examines how brand gender can influence consumer outcomes when a brand takes a gender equity initiative. We show that brands that are perceived as feminine realize greater positive effects from gender equity initiatives than brands that are perceived as masculine. This effect is mediated by the fit between brand gender and the gender equity initiative. Further, we explore a theoretically and managerially relevant boundary condition: prior equity initiatives. The research presented here contributes to the literature on brand gender, brand fit, and corporate social responsibility. Our work also has implications for practitioners.
Journal Title
Journal of Global Scholars of Marketing Science: Bridging Asia and the World
Journal ISSN
21639159
Digital Object Identifier (DOI)
10.1080/21639159.2023.2238710