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Miriam van Tilburg
Former Member
Last Name
van Tilburg
First name
Miriam
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+41 71 224 7156
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PublicationThe effect of brand design on brand gender perceptions and brand preference(Emerald, 2015)
Scopus© Citations 95 -
PublicationThe Effect of Brand Gender Similarity on Brand-Alliance Fit and Purchase IntentionA brand alliance, particularly by co-branding, wherein a brand seeks to reinforce its brand image, expand into new markets and gain new customer segments by utilizing the brand image of a second, external brand, is a strategic alternative to a brand extension. A brand alliance is only successful if the brand fit between the two constituent brands is high. Recent literature suggests the brand personality as a possible basis for brand fit. On this basis, brand gender is a relevant criterion for determining the success of a brand alliance, although this criterion has not been considered in previous studies. In this article, which relies on congruency theory, two experiments conducted to explore the role of brand gender as a driver of both positive consumer response and consumer behaviour towards an alliance are presented. The first experiment demonstrates that, if a consumer is asked to match an initial brand to a second brand from a set of brand options, the consumer will pair brands with the same brand gender. The second experiment reveals that brand gender similarity in a brand alliance results in greater perceived fit, visual appeal and perceived unity for the alliance in question, as well as an increase in purchase intention. This positive response to gender similarity was independent of the sexes and ages of the study participants. Managerial implications for successful brand alliances may be drawn from these findings.Type: journal articleJournal: Marketing ZFPVolume: 37Issue: 1
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PublicationThe Effect of Brand Gender on Brand Equity(Wiley Interscience, 2014-05)
Scopus© Citations 51