Gender Dimensions of Brand Personality

Abstract

Although masculinity and femininity are personality traits relevant to brands, their measurement and contribution to branding theory and practice have not been examined. This article describes the development and validation of a two-dimensional scale measuring masculine and feminine brand personality that is discriminant with regard to existing brand personality dimensions and scales measuring masculinity and femininity as human personality traits. This scale is applied to show that (1) spokespeople in advertising shape masculine and feminine brand personality perceptions; (2) brand personality-self-concept congruence in terms of masculine and feminine brand personality and consumers’ sex role identity positively influences affective, attitudinal, and behavioral brand-related consumer responses; and (3) masculine and feminine brand personality lends itself to the creation of brand fit in a brand extension context, which in turn leads to more positive brand extension evaluations and increased purchase intentions with regard to the extension.