It is better with a shade of blue! Consumer evaluation of unisex extension of brands

Abstract

Launching unisex or agender extension of existing brands is being increasingly practiced by marketers today. However, there is limited research that explores consumers’ responses to unisex brand extensions. The purpose of this research was to contribute to the understanding of consumer evaluation of the agender extension of brands. It uses the theory of social identity as an overarching conceptual lens to examine the influence of consumer’s biological gender, gender image of the parent brand, and product type on the evaluation of the unisex extension of brands. Hypotheses are developed and tested across three experimental studies conducted among graduate student-participants of a management school. Our findings suggest that women compared to men are more favorable towards unisex brand extensions and unisex offerings in general. Additionally, a unisex extension of a masculine brand is preferred over feminine brands by both men and women. Finally, for products that are higher on symbolic value women evaluate unisex extension more favorably, whereas for men the evaluations worsen. The research findings will help managers in taking unisex brand extension decisions.