Cross-gender brand extensions: when masculine brands go feminine

Cross-gender brand extensions (CGBEs) involve a brand, typically linked to one gender venturing into offerings aimed at the opposite gender. It is becoming an increasingly common trend as brands strive to diversify and grow. This dissertation investigates the influence of CGBEs on the parent brand, offering significant insights into the ways in which such gender incongruent extensions shape consumer responses toward the parent brand. Through a series of five experimental studies, we illustrate that brands traditionally perceived as masculine suffer considerable dilution when they introduce a CGBE, whereas feminine brands do not witness such dilution. Our research further indicates that when masculine brands launch a CGBE, a threat to distinctiveness in continuing to use the brand among men mediates the impact of a CGBE on the parent brand. Furthermore, the level of brand masculinity (high versus low), the direction of the CGBE (upward versus downward) and the type of relationship between the brand and the consumer (leader versus friend) moderate the degree of brand dilution, with highly masculine brands, upward extensions and brands perceived as leaders facing significantly more dilution. This study enriches the existing literature on gendered brands by elucidating the intricate dynamics between masculine brands and the men using them, pinpointing critical elements that either exacerbate or alleviate the risks linked to their CGBEs. The insights derived from this research provide practical guidance for marketers seeking to navigate the delicate balance between maintaining a strong masculine brand identity and while venturing into women’s product categories.