Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products
Autor(a) principal: | |
---|---|
Data de Publicação: | 2017 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/23561 |
Resumo: | Co-branding strategies arise from the brands’ need to reinvent themselves and are commonly defined as an alliance between two brands in order to create a new product that will carry both brands’ names. The goal of our research is to assess the influence of brand gender on consumers’ evaluation of a new co-branded product. Previous studies have shown that consumers tend to choose brands that enhance their gender identity. Moreover, consumers associate human personality traits with brands, since they tend to see brands as if they were their family or friends. With the aim of studying this influence, we started by doing a pre-test in order to find out the brands that are more strongly associated to each gender, and more familiar among a list of brands belonging to two product categories – personal care and fashion. The results of the pre-test showed that the brands that have a more favorable relation between gender and familiarity are Axe, Dove, Levis, and Mango. Following we created two co-branding scenarios: Axe by Mango – targeting females – and Dove by Levis – targeting males. We collected data using and online survey. Our sample was composed mainly by students from different University classes in Porto and Faro. We started our analyses by doing a sociodemographic characterization of our sample and a brief descriptive statistical analysis. This was followed by reliability tests to measure the internal consistency of our variables. Finally, we used Linear Regressions to test our hypotheses. Our results show that brand gender has a significant and favorable influence on consumers’ attitude towards the new co-branded product, in the case of a masculine co-branding scenario. |
id |
RCAP_6f9f7055304d3e230a9b3bd6b19252d1 |
---|---|
oai_identifier_str |
oai:repositorio.ucp.pt:10400.14/23561 |
network_acronym_str |
RCAP |
network_name_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository_id_str |
7160 |
spelling |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded productsCo-brandingBrand genderBrand fitBrand attitudeDomínio/Área Científica::Ciências Sociais::Economia e GestãoCo-branding strategies arise from the brands’ need to reinvent themselves and are commonly defined as an alliance between two brands in order to create a new product that will carry both brands’ names. The goal of our research is to assess the influence of brand gender on consumers’ evaluation of a new co-branded product. Previous studies have shown that consumers tend to choose brands that enhance their gender identity. Moreover, consumers associate human personality traits with brands, since they tend to see brands as if they were their family or friends. With the aim of studying this influence, we started by doing a pre-test in order to find out the brands that are more strongly associated to each gender, and more familiar among a list of brands belonging to two product categories – personal care and fashion. The results of the pre-test showed that the brands that have a more favorable relation between gender and familiarity are Axe, Dove, Levis, and Mango. Following we created two co-branding scenarios: Axe by Mango – targeting females – and Dove by Levis – targeting males. We collected data using and online survey. Our sample was composed mainly by students from different University classes in Porto and Faro. We started our analyses by doing a sociodemographic characterization of our sample and a brief descriptive statistical analysis. This was followed by reliability tests to measure the internal consistency of our variables. Finally, we used Linear Regressions to test our hypotheses. Our results show that brand gender has a significant and favorable influence on consumers’ attitude towards the new co-branded product, in the case of a masculine co-branding scenario.Machado, Joana Pinto Leite CésarVeritati - Repositório Institucional da Universidade Católica PortuguesaSousa, Sara Catarina Pacheco Rodrigues de2017-11-28T15:14:45Z2017-07-2120172017-07-21T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/23561TID:201748304enginfo: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:RCAAP2023-07-12T17:29:32Zoai:repositorio.ucp.pt:10400.14/23561Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:19:20.054397Repositório 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 |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
title |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
spellingShingle |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products Sousa, Sara Catarina Pacheco Rodrigues de Co-branding Brand gender Brand fit Brand attitude Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
title_full |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
title_fullStr |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
title_full_unstemmed |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
title_sort |
Co-branding strategies? : assessing the influence of gender on consumer evaluations of new co-branded products |
author |
Sousa, Sara Catarina Pacheco Rodrigues de |
author_facet |
Sousa, Sara Catarina Pacheco Rodrigues de |
author_role |
author |
dc.contributor.none.fl_str_mv |
Machado, Joana Pinto Leite César Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Sousa, Sara Catarina Pacheco Rodrigues de |
dc.subject.por.fl_str_mv |
Co-branding Brand gender Brand fit Brand attitude Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Co-branding Brand gender Brand fit Brand attitude Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Co-branding strategies arise from the brands’ need to reinvent themselves and are commonly defined as an alliance between two brands in order to create a new product that will carry both brands’ names. The goal of our research is to assess the influence of brand gender on consumers’ evaluation of a new co-branded product. Previous studies have shown that consumers tend to choose brands that enhance their gender identity. Moreover, consumers associate human personality traits with brands, since they tend to see brands as if they were their family or friends. With the aim of studying this influence, we started by doing a pre-test in order to find out the brands that are more strongly associated to each gender, and more familiar among a list of brands belonging to two product categories – personal care and fashion. The results of the pre-test showed that the brands that have a more favorable relation between gender and familiarity are Axe, Dove, Levis, and Mango. Following we created two co-branding scenarios: Axe by Mango – targeting females – and Dove by Levis – targeting males. We collected data using and online survey. Our sample was composed mainly by students from different University classes in Porto and Faro. We started our analyses by doing a sociodemographic characterization of our sample and a brief descriptive statistical analysis. This was followed by reliability tests to measure the internal consistency of our variables. Finally, we used Linear Regressions to test our hypotheses. Our results show that brand gender has a significant and favorable influence on consumers’ attitude towards the new co-branded product, in the case of a masculine co-branding scenario. |
publishDate |
2017 |
dc.date.none.fl_str_mv |
2017-11-28T15:14:45Z 2017-07-21 2017 2017-07-21T00:00:00Z |
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/10400.14/23561 TID:201748304 |
url |
http://hdl.handle.net/10400.14/23561 |
identifier_str_mv |
TID:201748304 |
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 |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
|
_version_ |
1799131887646539776 |