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The effect of equity initiatives by gendered brands

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  • Dolph F. Nelson
  • Laura Boman
  • Ganga S. Urumutta Hewage

Abstract

The current study examines how brand gender can influence consumer outcomes when a brand takes a gender equity initiative. We show that brands that are perceived as feminine realize greater positive effects from gender equity initiatives than brands that are perceived as masculine. This effect is mediated by the fit between brand gender and the gender equity initiative. Further, we explore a theoretically and managerially relevant boundary condition: prior equity initiatives. The research presented here contributes to the literature on brand gender, brand fit, and corporate social responsibility. Our work also has implications for practitioners.

Suggested Citation

  • Dolph F. Nelson & Laura Boman & Ganga S. Urumutta Hewage, 2024. "The effect of equity initiatives by gendered brands," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 34(1), pages 45-56, January.
    • Handle: RePEc:taf:jgsmks:v:34:y:2024:i:1:p:45-56
    DOI: 10.1080/21639159.2023.2238710
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