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The effect of equity initiatives by gendered brands

Nelson Dolph F.|Boman Laura|Hewage Ganga S. Urumutta
한국마케팅과학회 (Korean Scholars of Marketing Science)|2024.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제34권 제1호|pp. 45-56|DOI 10.1080/21639159.2023.2238710

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키워드

corporate social responsibilityfitgender equityGendered brandssocial initiatives
주제분류경영학

초록

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.

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.

참고문헌 (29)

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