Cross-gender brand extension strategy in the beauty industry context
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/29067 |
Resumo: | In the pursuit of business leadership, companies are willing to enlarge their market share by attracting new customers. For this reason, one of the strategies which are widely used is the cross-gender brand extension. It implies extending the consumer target of traditionally male’s of female’s brands toward the opposite gender. The purpose of this thesis is to look at this strategy in the beauty industry context. It is a particularly challenging environment for applying the above concept because the whole industry has been associating and focusing on women for many years. The goal of the paper is to understand what are the key factors that ensure success and acceptance of the cross-gender extension. Using secondary data analysis from different scientific papers and primary data collection via an online survey as the main methodological tools, it was found out that, in general, women tend to accept extensions more favorably comparing to men, in the same time their willingness to pay is higher than men’s one. Moreover, gender role stereotypes still play a crucial role for acceptance and by now remain traditional, this should be taken into consideration for developing communication strategies. Even though the gender-neutral trend is spreading, consumers would prefer products or brands which can be associated with a particular gender. All this suggests that the cross-gender brand extension strategy as a whole is extremely effective and causes a positive response among buyers, even in the beauty industry context. |
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Cross-gender brand extension strategy in the beauty industry contextCross-genderBrand strategyBrand extensionThe beauty industryEstratégia de marcaExtensão de marcaIndústria da belezaDomínio/Área Científica::Ciências Sociais::Economia e GestãoIn the pursuit of business leadership, companies are willing to enlarge their market share by attracting new customers. For this reason, one of the strategies which are widely used is the cross-gender brand extension. It implies extending the consumer target of traditionally male’s of female’s brands toward the opposite gender. The purpose of this thesis is to look at this strategy in the beauty industry context. It is a particularly challenging environment for applying the above concept because the whole industry has been associating and focusing on women for many years. The goal of the paper is to understand what are the key factors that ensure success and acceptance of the cross-gender extension. Using secondary data analysis from different scientific papers and primary data collection via an online survey as the main methodological tools, it was found out that, in general, women tend to accept extensions more favorably comparing to men, in the same time their willingness to pay is higher than men’s one. Moreover, gender role stereotypes still play a crucial role for acceptance and by now remain traditional, this should be taken into consideration for developing communication strategies. Even though the gender-neutral trend is spreading, consumers would prefer products or brands which can be associated with a particular gender. All this suggests that the cross-gender brand extension strategy as a whole is extremely effective and causes a positive response among buyers, even in the beauty industry context.Na procura da liderança nos negócios, as empresas estão dispostas a aumentar as suas market share através da atração de novos clientes. Por esse motivo, uma das estratégias bastante usadas é a extensão de marca entre gêneros. Isso implica estender o alvo do consumidor das marcas tradicionalmente masculinas ou femininas para o gênero oposto. O objetivo desta tese é olhar para essa estratégia no contexto da indústria de beleza. Esta indústria é particularmente desafiadora para a aplicar o conceito explicado anteriormente, visto toda a indústria tem vindo a associar-se e concentrando-se no sexo feminino há muitos anos. O objetivo do artigo é perceber quais são os principais fatores que garantem o sucesso e a aceitação da extensão entre gêneros. Utilizando uma análise de dados secundários de diferentes artigos científicos e uma coleta de dados primários por meio de uma pesquisa online como as principais ferramentas metodológicas, constatou-se que, em geral, as mulheres tendem a aceitar extensões mais favoráveis em comparação aos homens, ao mesmo tempo, as mulheres estão dispostas a pagar mais que os homens. Além disso, os estereótipos de papéis de gênero ainda desempenham um papel crucial de aceitação e, até agora permanecem tradicionais, o que deve ser tomado em consideração no desenvolvimento de estratégias de comunicação. Mesmo que a tendência de gênero neutro esteja a difundir-se, os consumidores preferem produtos ou marcas que podem ser associadas a um gênero específico. Tudo isto sugere que a estratégia de extensão de marca entre gêneros como um todo é extremamente eficaz e causa uma resposta positiva entre os compradores, mesmo no contexto da indústria da beleza.Brioschi, AriannaVeritati - Repositório Institucional da Universidade Católica PortuguesaKuksa, Yulia2020-01-03T11:35:24Z2019-10-142019-10-14T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/29067TID:202301761enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:34:36Zoai:repositorio.ucp.pt:10400.14/29067Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:23:20.856574Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Cross-gender brand extension strategy in the beauty industry context |
title |
Cross-gender brand extension strategy in the beauty industry context |
spellingShingle |
Cross-gender brand extension strategy in the beauty industry context Kuksa, Yulia Cross-gender Brand strategy Brand extension The beauty industry Estratégia de marca Extensão de marca Indústria da beleza Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Cross-gender brand extension strategy in the beauty industry context |
title_full |
Cross-gender brand extension strategy in the beauty industry context |
title_fullStr |
Cross-gender brand extension strategy in the beauty industry context |
title_full_unstemmed |
Cross-gender brand extension strategy in the beauty industry context |
title_sort |
Cross-gender brand extension strategy in the beauty industry context |
author |
Kuksa, Yulia |
author_facet |
Kuksa, Yulia |
author_role |
author |
dc.contributor.none.fl_str_mv |
Brioschi, Arianna Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Kuksa, Yulia |
dc.subject.por.fl_str_mv |
Cross-gender Brand strategy Brand extension The beauty industry Estratégia de marca Extensão de marca Indústria da beleza Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Cross-gender Brand strategy Brand extension The beauty industry Estratégia de marca Extensão de marca Indústria da beleza Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
In the pursuit of business leadership, companies are willing to enlarge their market share by attracting new customers. For this reason, one of the strategies which are widely used is the cross-gender brand extension. It implies extending the consumer target of traditionally male’s of female’s brands toward the opposite gender. The purpose of this thesis is to look at this strategy in the beauty industry context. It is a particularly challenging environment for applying the above concept because the whole industry has been associating and focusing on women for many years. The goal of the paper is to understand what are the key factors that ensure success and acceptance of the cross-gender extension. Using secondary data analysis from different scientific papers and primary data collection via an online survey as the main methodological tools, it was found out that, in general, women tend to accept extensions more favorably comparing to men, in the same time their willingness to pay is higher than men’s one. Moreover, gender role stereotypes still play a crucial role for acceptance and by now remain traditional, this should be taken into consideration for developing communication strategies. Even though the gender-neutral trend is spreading, consumers would prefer products or brands which can be associated with a particular gender. All this suggests that the cross-gender brand extension strategy as a whole is extremely effective and causes a positive response among buyers, even in the beauty industry context. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-14 2019-10-14T00:00:00Z 2020-01-03T11:35:24Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/29067 TID:202301761 |
url |
http://hdl.handle.net/10400.14/29067 |
identifier_str_mv |
TID:202301761 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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