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Boys do not cry: the negative effects of brand masculinity on brand emotions

Author

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  • Benjamin Boeuf

    (IESEG School of Management
    LEM-CNRS 9221)

Abstract

Building on the literature on gender role theory and brand gender, this research examines how gender-based stereotypes regarding emotional behaviors can influence consumers’ response to brand emotions. Three experimental studies demonstrate that consumers hold the same gender-based expectations of brands as they do with human emotions. In particular, they show that masculine brands can suffer from the stereotype that masculinity is typically associated with emotional control. Consumers will judge the emotional expression of a masculine brand less appropriate, which will negatively affect the perceived sincerity of the brand. Downstream negative consequences of brand masculinity include message attitude, brand attitude, and intentions to recommend the brand. Evidence of this effect is provided for emotions that are typically associated with femininity (happiness and sadness) and masculinity (anger and pride).

Suggested Citation

  • Benjamin Boeuf, 2020. "Boys do not cry: the negative effects of brand masculinity on brand emotions," Marketing Letters, Springer, vol. 31(2), pages 247-264, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09519-7
    DOI: 10.1007/s11002-020-09519-7
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    References listed on IDEAS

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    1. Salim Azar, 2013. "Exploring brand masculine patterns: moving beyond monolithic masculinity," Post-Print hal-03065867, HAL.
    2. Derek D. Rucker & Adam D. Galinsky, 2008. "Desire to Acquire: Powerlessness and Compensatory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 257-267, April.
    3. Pankaj Aggarwal & Ann L. Mcgill, 2012. "When Brands Seem Human, Do Humans Act Like Brands? Automatic Behavioral Priming Effects of Brand Anthropomorphism," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(2), pages 307-323.
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    Cited by:

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    2. Sharma, Monika & Rahman, Zillur, 2022. "Anthropomorphic brand management: An integrated review and research agenda," Journal of Business Research, Elsevier, vol. 149(C), pages 463-475.

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