The Role of Consumer Gender Identity and Brand Concept Consistency In

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Graduate Theses and Dissertations Graduate School

January 2013 The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions Laura Rose Frieden University of South Florida, [email protected]

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Scholar Commons Citation Frieden, Laura Rose, "The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions" (2013). Graduate Theses and Dissertations. http://scholarcommons.usf.edu/etd/4488

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The Role of Consumer Gender Identity and Brand Concept Consistency in

Evaluating Cross-Gender Brand Extensions

Laura Rose Frieden

A thesis submitted in partial fulfillment of the requirements for degree of Master of Arts School of Mass Communications College of Arts and Sciences University of South Florida

Major Professor: Scott Liu, Ph.D. Roxanne Watson, Ph.D. Kelly Page Werder, Ph.D.

Date of Approval: March 25, 2013

Keywords: Branding, Marketing, Advertising, Cross-Gender Brand Extensions, Brand Image Concept, Gender Roles

TABLE OF CONTENTS

List of Tables ii

List of Figures iii

Abstract iv

Chapter 1: Introduction 1

Chapter 2: Literature Review 5 Brand Extensions 5 Evaluating Brand Extensions 7 Perceived Fit and Similarity 11 Functional vs. Symbolic Brand Concept 16 Brand Gender 20 Gender Roles and Identities 23 Research Hypothesis 30

Chapter 3: Methodology 36 Participants 36 Design 38 Independent Variables 39 Dependent Variables 43 Procedure 45

Chapter 4: Results 47

Chapter 5: Discussion & Implications 54 Discussion of the Findings 54 Theoretical Implications 59 Practical Implications 62 Research Limitations and Future Research Suggests 64 Conclusion 65

References 67

Appendix A: Research Packet 78

Appendix B: IRB Approval 88

LIST OF TABLES

Table 1 Distribution of Participants’ Gender 36

Table 2 Distribution of Participants’ Age 37

Table 3 Distribution of Student Status 37

Table 4 Experimental Design 38

Table 5 Gender by Level of Masculinity Crosstabulation 42

Table 6 Gender by Level of Femininity Crosstabulation 42

Table 7 Internal Consistency of Dependent Measures 45

Table 8 Effects of Gender on Dependent Variables 59

LIST OF FIGURES

Figure 1 Czellar’s (2003) Basic Model of the Extension Evaluation Process 9

Figure 2 Doust and Esfahalan’s (2012) Basic Model of the Extension Evaluation Process 11

Figure 3 Interaction Effect of Level of Masculinity and Extension Direction on Perceived Fit 48

Figure 4 Interaction Effect of Level of Masculinity and Brand Concept on Attitude Toward Extension 50

Figure 5 Interaction Effect of Level of Masculinity and Brand Concept on Purchase Intention 51

Figure 6 Main Effect of Brand Concept on Attitude Toward Overall Brand 53

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ABSTRACT

Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In orde