COP 3 Reading: The Role of Consumer Gender Identity and Brand Concept Consistency

The Role of Consumer Gender Identity and Brand Concept Consistency 

Frieden (2013)

Gender Roles & Identities 

‘the term ‘sex’ to refer to an individual’s biological sex, whether one is male or female’ Palan (2001)

d‘gender, on the other hand, refers to the psychological traits of masculinity and femininity that exists to varying degrees across individuals’  (Fugate & Phillips, 2010) 

‘gender is not a trait that is given at birth; it is attained through situated symbolic social interaction’ (West & Zimmerman, 1987)

‘masculinity is generally perceived as unemotional, dominating and workplace oriented,while femininity is generally perceived as nurturing, compliant and empathetic’ (Fugate & Phillips 2010)

‘gender roles consist of culturally derived actions and behaviours related to masculinity and femininity that on chooses to adopt’

‘gender role attitudes refer to one’s belief about the responsibilities, roles and rights of men and women’

‘gender identity does not necessarily have to be congruent with his or her gender role or gender role attitudes’ (Fischer & Arnold, 1994)

‘Sullerot (1992) noted that women have taken over some of the characteristics and attributes that where traditionally associated with masculinity including work, knowledge, money, voting and the control of procreation and birth control’

‘gender schema theory posits that one’s traits, attitudes and behaviours are adopted to be consistent with one’s gender identity’ (Bem, 1981)

‘how consumers perceive themselves and their brands under various usage conditions may have substantial influence on their brand attitudes and behaviour’ (Fischer & Arnold, 1990)

Frieden,, L. (2013). The Role of Consumer Gender Identity and Brand Concept Consistency in Evaluating Cross-Gender Brand Extensions. Postgraduate. University of South Florida.