An examination of Brand Gender: exploring the impact of gender-incongruent brand extensions on potential brand dilution in highly feminine brands

The present thesis examines an unexplored aspect of consumer behaviour, investigating the notions of brand gender, brand personality, brand extensions, and brand dilution, with a particular emphasis on feminine brands. The study focuses on the effects of gender-incongruent extensions, where a brand with a perceived gender identity launches products targeting the opposite or a gender-neutral customer segment. This research employs a quantitative approach, conducting an experimental analysis to assess how brand extensions influence consumer perceptions and brand equity. The sample of the study comprises only female consumers of various ages and from diverse cultural and educational backgrounds, in order to understand their responses to gender-incongruent extensions by highly feminine brands. The findings of this study suggest that the interaction effect between extension gender and level of perceived femininity may significantly contribute to the parent brand’s dilution, especially when the brand's identity is strongly tied to its feminine characteristics. The results underscore the importance of considering brand gender incongruence in strategic brand management and be aware of the potential implications for brand equity. In conclusion, this thesis contributes to the broader understanding of the brand management process by providing insights associated with gender-incongruent extensions for highly feminine brands. Additionally, it offers practical contributions for brand managers and lays the groundwork for future research in this emerging area of consumer behaviour.