Research: Sources/References

• Frieden, L. (2013). The role of consumer gender identity and brand concept consistency in evaluating cross gender brand extension. Post Graduate. University of South Florida: 

• This text provided insight into brand personalities regarding masculinity and femininity. 
• It provided some clarification into the difference between gender, gender roles and gender role perceptions and there influences on branding. 
• Discussed the different ways that men and women are influenced by branding and advertising as men tend to see brands in extremes whereas women are more open. 
• The link between brand personality traits and human personality traits is also explored by discussing the similarities and differences as consumers tend to align with brands that help represent their actual or ideal self. 
• Helpful due to the studies sited which lead to other sources to research.

• Grow, J. (2017). The Gender of Branding: Antenarrative Resistance in Early Nike Women's Advertising. [ebook] Available at: http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1059&context=comm_fac [Accessed 22 Nov. 2017]

• This gave context to the theories explore in (Frieden, L. 2013) as it documents Nikes move to attract women from the view point of the advertising team.
• Highlights the struggles faced due to the stereotypes about gender roles within society as well as the reluctance of Nike to invest in adverting and creating a brand for their women's division.
• Interestingly discusses individual campaigns/ads and the reasoning behind each to provide a greater understanding on how they strategically targeted women whilst trying to stay away from traditional use of imagery relating to femininity.  

• Berntson, A. (2006). Branding and Gender: how adidas communicate gender values. Post Graduate. Karlstad University:

• Documents Adidas's move from targeting male professional athletes to those at all performance levels, focusing on participation. 
• Move attracts women as they are actively being encouraged to get involved with sport  instead of being discounted. 
• This change reflects the changing gender roles within society as men and women begin to take on roles traditionally associated with the other gender.
• highlighted the difference in their original target audience to their current and the challenge and time it took to change the association with masculinity due to Adidas's original focus on professional male athletes specifically football. 

• Kotler, P. and Keller, K. (2003). Marketing management. 14th ed. pp.242-243.
• Clifton, R. and Ahmad, S. (2009). Brands and branding. New York: Bloomberg Press, pp.16-19.
• the text above provided insight into the basics of branding and the difference between a brand and branding.
• Brand is the associations consumers have with a company whereas branding is the act of creating and changing these associations through marketing and advertising 
• also discusses the impact a strong brand has on a companies equity and competitive position within the market
• touched on the impact a strong brand has on consumers as a strong brand provides support to consumers as they feel at ease when shopping as they trust a brand. 
• aided understanding about brand personality traits discussed by Aaker, J. (1997), Bem, S. (1974) and Frieden, L. (2013) as it allowed for the connection between how the personality traits effect consumers and how this relates to the success of a brand/company. 

• Aaker, J. (1997). Dimensions of Brand Personality. SSRN Electronic Journal, pp.347-348.
• Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), pp.105-119.
• Bem, S. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), pp.155-162. 

• The text above allowed for a greater understanding of  Frieden, L. (2013) to be gain as these where referenced, allowing for further analysis of the text to be completed. 
• Researching has allowed for greater information to be gained by reading background information related to the relevant information used within my essay.
• These text provide supporting arguments to many points used by Frieden, L. (2013). 
• the data from studies and tests allowed for more reliable evidence to support and provide understanding surrounding brand personality traits and gender.