Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Low Gender, No Cry: A Quantitative Study on Consumer Attitude Towards Undifferentiated Brand Extensions

Malm, Ida LU and Beckman, Moa LU (2021) SKDK11 20211
Department of Strategic Communication
Abstract
This quantitative study examined consumers’ attitudes towards undifferentiated brand extensions from feminine and masculine brands. Furthermore, differences in attitude depending on biological gender and psychological gender identity were explored. Two separate AB test surveys collected data from 361 participants and these results were then analyzed using multiple linear regression analyses, t-tests, and ANOVA tests. The results show that the undifferentiated brand extension was not perceived as negatively as previous research states. Additionally, gender congruity, biological gender, and psychological gender identity all partially affected consumers' attitudes. Gender of the parent brand did not show a significant effect on consumers’... (More)
This quantitative study examined consumers’ attitudes towards undifferentiated brand extensions from feminine and masculine brands. Furthermore, differences in attitude depending on biological gender and psychological gender identity were explored. Two separate AB test surveys collected data from 361 participants and these results were then analyzed using multiple linear regression analyses, t-tests, and ANOVA tests. The results show that the undifferentiated brand extension was not perceived as negatively as previous research states. Additionally, gender congruity, biological gender, and psychological gender identity all partially affected consumers' attitudes. Gender of the parent brand did not show a significant effect on consumers’ attitudes towards the undifferentiated brand extension. The theoretical and practical implications of the study are evaluated. Lastly, we would like to emphasize that both authors did contribute equally to the study. (Less)
Abstract (Swedish)
Denna kvantitativa studie undersökte förändringar i konsumentattityd då maskulint och feminint könade varumärken lanserar en odifferentierad varumärkesutbyggnad. Undersökningen fördjupas genom att se till skillnader i attityd beroende på individens biologiska kön samt psykologisk könsidentitet. Två separata AB-test, i form av enkäter, samlade data från 361 respondenter och analyserades genom multipel linjär regressionsanalys, t-test så väl som ANOVA-test. Resultaten indikerar att den odifferentierade varumärkesutbyggnaden inte mottog lika negativ attityd som tidigare forskning indikerar att den skulle. Dessutom hade “gender congruity”, biologiskt kön så väl som psykologisk könsidentitet en viss effekt på konsumentattityd. Det överordnade... (More)
Denna kvantitativa studie undersökte förändringar i konsumentattityd då maskulint och feminint könade varumärken lanserar en odifferentierad varumärkesutbyggnad. Undersökningen fördjupas genom att se till skillnader i attityd beroende på individens biologiska kön samt psykologisk könsidentitet. Två separata AB-test, i form av enkäter, samlade data från 361 respondenter och analyserades genom multipel linjär regressionsanalys, t-test så väl som ANOVA-test. Resultaten indikerar att den odifferentierade varumärkesutbyggnaden inte mottog lika negativ attityd som tidigare forskning indikerar att den skulle. Dessutom hade “gender congruity”, biologiskt kön så väl som psykologisk könsidentitet en viss effekt på konsumentattityd. Det överordnade varumärkets associerade kön hade, å andra sidan, inte en statistiskt signifikant effekt på attityd. Dom teoretiska och praktiska implikationerna av studien utvärderas. Slutligen vill vi understryka att bägge författare bidrog lika till studien. (Less)
Please use this url to cite or link to this publication:
author
Malm, Ida LU and Beckman, Moa LU
supervisor
organization
course
SKDK11 20211
year
type
M2 - Bachelor Degree
subject
keywords
Strategic communication and digital media, Brand communication, Consumer attitude, Gender, Gendered brands, Undifferentiated brand extension, Strategisk kommunikation och digitala medier, Varumärkeskommunikation, Konsumentattityd, Kön, Könade varumärken, Odifferentierade varumärkesutbyggnad
language
English
id
9047640
date added to LUP
2021-06-07 08:59:10
date last changed
2021-06-07 08:59:10
@misc{9047640,
  abstract     = {{This quantitative study examined consumers’ attitudes towards undifferentiated brand extensions from feminine and masculine brands. Furthermore, differences in attitude depending on biological gender and psychological gender identity were explored. Two separate AB test surveys collected data from 361 participants and these results were then analyzed using multiple linear regression analyses, t-tests, and ANOVA tests. The results show that the undifferentiated brand extension was not perceived as negatively as previous research states. Additionally, gender congruity, biological gender, and psychological gender identity all partially affected consumers' attitudes. Gender of the parent brand did not show a significant effect on consumers’ attitudes towards the undifferentiated brand extension. The theoretical and practical implications of the study are evaluated. Lastly, we would like to emphasize that both authors did contribute equally to the study.}},
  author       = {{Malm, Ida and Beckman, Moa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Low Gender, No Cry: A Quantitative Study on Consumer Attitude Towards Undifferentiated Brand Extensions}},
  year         = {{2021}},
}