Abstract

This research aims to explore the influence of brand spokesperson gender on consumers’ brand gender perceptions. Past research examined and found that spokesperson could contribute to consumers’ brand gender perceptions of an originally gender-neutral brand. Extending past research, and using a between-subject design, this research presents both brand design elements and spokesperson at the same time, and explores how gender congruity/incongruity between brand design and spokesperson influences consumers’ perceptions. The results indicate that consumers do not process advertisements from a gender congruity/incongruity perspective, and discusses possible causes. This research finds that compared to female consumers, male consumers perceive a higher level of both brand femininity and brand masculinity. We also find that brand femininity has a stronger association with spokesperson compared to brand design elements; on the contrary, brand masculinity has a stronger association with brand design elements, in comparison with spokesperson. Moreover, we find that distinct brand gender increases consumers’ brand recall, and that brand attitude has a stronger association with brand masculinity, rather than brand femininity. The results of this research provide both theoretical and managerial implications, and limitations and future research directions are also discussed.