Abstract

Extending an existing brand within the same product category to attract a consumer segment consisting of an opposing gender is known as cross-gender line extension. This research explores the effectiveness of brand and product designs as means to change consumers’ perceptions of brand masculinity and femininity in a cross-gender line extensions context. Building on prior work on brand and product gender, this research explicates the effect of masculinity and femininity evoking brand and product designs on visual aesthetic value, brand attitudes, and purchase intent. Two experimental studies consider the joint effects of brand and product designs on gender perceptions and, ultimately, consumer responses for cross-gender line extension by using a between-subject design involving existing brands of personal care products. Results suggest that product design is an important source of masculinity and femininity perceptions, which in turn enhance aesthetic value, positive attitude, and purchase intention. Aesthetic value mediates the effect of gender perceptions on purchase intention. These findings have theoretical contributions to the brand and product design, cross-gender line extension, and consumer behavior literatures. They furthermore provide managerial implications for the consideration of brand and product (re)designs for cross-gender line extensions. Limitations and direction for future study are also discussed.