Figure 5 - uploaded by L. J. Shrum
Content may be subject to copyright.
Indirect effect of brand name gender on attitude through warmth moderated by product category (Study 5).
Source publication
A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six s...
Contexts in source publication
Context 1
... 2 (brand name gender: feminine or masculine) Â 2 (product category: hedonic or utilitarian) ANOVA on the brand name gender manipulation check measure revealed only a main effect of name gender condition on name gender manipulation check (F (1, 871 , and 58, each with 5,000 bootstrap resamples). Only Models 7 and 58 were significant, but Model 58 produced a larger index of moderated mediation ( Figure 5). Model 58 mediation analysis with product category as a moderator showed that warmth is a significant mediator for hedonic products (B ¼ .65 ...
Context 2
... 2 (brand name gender: feminine or masculine) Â 2 (product category: hedonic or utilitarian) ANOVA on the brand name gender manipulation check measure revealed only a main effect of name gender condition on name gender manipulation check (F (1, 871 , and 58, each with 5,000 bootstrap resamples). Only Models 7 and 58 were significant, but Model 58 produced a larger index of moderated mediation ( Figure 5). Model 58 mediation analysis with product category as a moderator showed that warmth is a significant mediator for hedonic products (B ¼ .65 ...
Similar publications
Within the expanding literature on the interplay of corporate governance and corporate environmental behavior, this study introspects the contrastingly reported relationship between board gender diversity (BGD) and Corporate Environmental Commitment (CEC). It empirically explores the moderating effect of coercive (regulation stringency), normative...
Do it right the first time! But, how? Current dialogue on the expansion of emerging market multinational enterprises (EMNEs) is pervasive. Nonetheless, it ought to have examined the strategic attributes and the speed of implementing their different strategies for their first venture. Drawing on the springboard perspective, this study tests the impa...
Companies are increasingly using artificial intelligence (AI) technology to generate promising concepts for new products which are then marketed to consumers as “AI‐designed.” Drawing on four studies and follow‐up studies, this paper explores consumer perceptions of AI design. Based on the information gap model, the studies determine that, compared...
We present a new approach to account for the influence of subglacial topography on geothermal heat flux beneath the Greenland and Antarctic ice sheets. We first establish a simple empirical proportionality between local geothermal flux and topographic relief within a given radius, based on a synthesis of existing observations of these properties el...
Servant leadership's unique focus on care and concern for multiple stakeholders has caught the attention of academic and practitioners alike. Its theoretical novelty, however, remains underutilized as a means to contribute unique insights to the leadership literature. We draw on servant leadership's moral foundation—utilitarian consequentialism—and...
Citations
... Conclusively, gender equality was adopted as a precondition for winning global sustainability through ecotourism, since the possible acquisition of all the 17 SDGs is directly or indirectly dependent on gender equality insurance [7]. This is because goals of poverty cessation (SDG 1), food security (SDG 2), availability of best medical facilities (SDG 3), inclusive and equitable quality education (SDG 4), gender equality (SDG 5), "availability and sustainable management of water and sanitation" (SDG 6), "access to affordable, reliable, sustainable, and modern energy" (SDG 7), "decent work and economic growth" (SDG 8), "sustainable cities, industry, infrastructure, and innovation for inequality reduction" (SDG 9, 10, &11), and climatic actions and ensuring responsible consumption and production, under the supervision of strong institutions based on global partnership, to secure life on land and life below the water (SDG 12,13,14,15,16,&17) can only be accomplished by elevating the status of women from subservient and dependent humans to complete, equal, and independent human beings [8]. This is because women constitute the major count of people living under the poverty line-the ones who do not enjoy equal access to jobs or entrepreneurship, medical and, educational opportunities, the ones who fail to enjoy the luxury of modern energy, the ones who primarily suffer from food and water shortages during any natural calamity, the ones who are mostly devoid of inclusive and decent settlements and work, the ones who are the rst victims of the side effects of inequality among countries, and the ones for whom participation in sustainable industrialization and innovation is still a ctitious dream. ...
... Even the tourism industry of the developed European countries fails to guarantee decent work and security to women, especially those working at a lower position of the occupational pyramid [15]. Taking the example of Spain, according to a Canadian report, poor and unsafe working conditions in hotels' housekeeping, cleaning, and scouring departments, which employ migrant women mainly, have been causing increased rates of serious injuries and accidents when compared with other jobs in the service industry [16]. Moreover, outsourcing has been worsening the situation since working conditions, positions, and pay have been deteriorating due to the expiration of professional segregations in the contracts of workers. ...
Despite the rise in nature-based tourism (NBT), women remain under-represented as they suffer from lack of equality and as objects and as objects of tourism exploitation. Women's involvement in the world of NBT has been regarded by many studies and reports as marginal and simply as a reflection of the beauty of nature. More specifically, in NBT promotions, such as mountain tours and river, hill and sea adventures, women are depicted with curves and a sensual appearance as tourism icons in certain regions. In other words, the world of advertising uses women's bodies as the centre of attention for visitors, which is very unfortunate in this case. In view of the development of this phenomenon, this book chapter aims to explore the theoretical concepts of strategies based on cultural knowledge in order for women to have more bargaining positions and the capacity to utilise their transformative roles.
... Furthermore, studies on stereotype perceptions highlight how specific languages can enhance a product's symbolic identity and image perception. Tailoring language to target markets improves the congruence between product and language, enhancing marketing effectiveness (Hornikx & van Meurs, 2017;Pogacar et al., 2021). ...
In the post-pandemic era, a growing emphasis on elevating the quality of tourism consumption has been observed. This study explores how different language portfolios on product packaging can influence tourists’ perceptions and purchase intentions to promote sustainable consumption. Previous studies on tourism product strategies often addressed national identity, power perception, and stereotypes, but overlooked the fundamental role of multilingual packaging strategies for enterprises and tourists. This study focuses on sake, which combines cultural and natural attributes, as its experimental object. Sub-studies 1, 2, and 3 empirically analyzed how perceptions of competence and warmth are affected by monolingual, bilingual, and trilingual properties of language packaging, respectively, and their impact on tourists’ purchase intentions. The findings suggest that monolingual and bilingual packaging enhances tourists’ competence perception, while trilingual packaging enhances tourists’ warmth perception, thereby stimulating tourists’ positive purchase intentions. Additionally, cultural identity significantly moderates the effectiveness of multilingual packaging strategies. Understanding these dynamics can help tourism enterprises design more effective promotional activities and packaging language strategies for tourists’ preferences. It can also enhance the post-pandemic tourism industry.
... For example, Felix et al. (2022) discover that package color induces perceptions of products' masculinity and femininity, which, in turn, influences customers' purchase intentions of green products. Pogacar et al. (2021) infer that linguistically feminine names increase positive brand outcomes. However, the feminine brand name advantage is attenuated when the typical user is male, and the products are utilitarian. ...
... The wine labels were carefully designed and rigorously tested. We first conducted an extensive review (e.g., Borau and Bonnefon, 2020;Felix et al., 2022;Pogacar et al., 2021;Van Tilburg et al., 2015) as well as consulted several wine experts, including a certified sommelier, about the common elements and recent trends in wine label illustrations in the market. It's found that illustrations associated with elements and expressions like female portraits, cute animals, and flowers are typically perceived as feminine cues on wine labels; illustrations associated with elements and features such as male portraits and rugged animals are usually perceived as masculine cues on wine labels; castles, wine chateaus and grapes are commonly linked to neutral cues on wine labels. ...
Little is known about women wine consumers' reactions to gender cues in marketing communication despite their increasing purchasing power. This research examines the effects of gender cues (feminine vs. masculine) in wine labels on women wine consumers' attitudes, sensory expectations, sensory evaluations, and purchase intentions. Two online experiments and one field test involving 462 valid responses from U.S. women consumers reveal that they hold more favorable attitudes and intentions towards feminine (vs. masculine) wine labels. The moderating effects of in-group gender identification and wine knowledge were discussed. This study responds to calls for more research about women consumers in the hospitality field and extends the application of gender schema theory to hospitality literature. The findings offer updated knowledge on how to approach gender in hospitality marketing, particularly wine marketing. This research enriches hospitality literature in terms of gender marketing and provides substantial practical implications for the wine industry.
... Additionally, studies have pointed out that women are perceived as warmer and men as more competent (Fiske et al., 2002;Fiske, 2010;Liu et al., 2022;Pogacar et al., 2021;Zhang et al., 2022). This perception influences consumer behavior toward products (Cheng et al., 2024;El Hedhli et al., 2023;Liu et al., 2022). ...
... Gender plays a significant role in product design (Grohmann, 2009;Pogacar et al., 2021), and gender stereotypes influence emotions and attitudes towards products that are perceived as masculine or feminine (Machado, 2019). To explore the boundary conditions of anthropomorphism on consumers' repair intentions, this study introduces product gender as the moderating variable. ...
... Secondly, differences in product gender can lead to varying consumer cognition and reactions (Lim et al., 2021). Additionally, studies have pointed out that women are perceived as warmer and men as more competent (Fiske et al., 2002;Fiske, 2010;Liu et al., 2022;Pogacar et al., 2021;Zhang et al., 2022). This perception influences consumer behavior toward products (Cheng et al., 2024;El Hedhli et al., 2023;Liu et al., 2022). ...
... Gender plays a significant role in product design (Grohmann, 2009;Pogacar et al., 2021), and gender stereotypes influence emotions and attitudes towards products that are perceived as masculine or feminine (Machado et al., 2019). To explore the boundary conditions of anthropomorphism on consumers' repair intentions, this study introduces product gender as the moderating variable. ...
Anthropomorphism has been recognized as a powerful marketing tool that imbues products with life, enhancing the feeling of aliveness for consumers. Despite the popularity of research on this topic, little attention has been given to its impact on consumers' repair behaviors after purchase. Based on cognitive metaphor theory, this study seeks to understand the influence, mechanism, and boundary of anthropomorphism on consumers' intentions to repair products. Results show that anthropomorphism leads consumers to overestimate a product's self-healing capability, consequently affecting their repair intentions. Specifically, (a) anthropomorphism reduces consumers' repair intentions; (b) the perception of self-healing ability mediates this effect; and (c) the gender features of products moderate the relationship. Consumers exhibit lower repair intentions towards products with more masculine characteristics compared to those with more feminine attributes. This research offers an insightful look into how consumers interact with anthropomorphic products and provides businesses with valuable guidelines on how to develop product renewal strategies.
... Surprisingly, however, the destination branding literature has largely ignored the effects of DBGP (feminine and masculine) on perceptions of competence and the warmth of stereotypes. For this reason, the present investigation proposes extending this line of thinking by investigating the connections between destination brand feminine (vs masculine) and destination warmth (vs competence) based on the logic of social role theory (e.g.; Eagly and Sczesny, 2019;Eagly and Wood, 2012) and the literature (Cooke et al., 2022;Nash and Sidhu, 2023;Pogacar et al., 2021). Second, over time, marketers have recognized identification as a key strategy for achieving successful brand management (Kumar and Kaushik, 2017), but little research has examined the significance of destination brand identification in developing long-term and positive connections between visitors and the places to which they travel (Chiang and Chen, 2023). ...
... These results are consistent with the social role theory proposed by Eagly and Sczesny (2019), and Eagly and Wood (2012) and earlier literature (e.g. Eyssel and Hegel, 2012;Pino et al., 2020;Pogacar et al., 2021;Subroto and Balqiah, 2022), which noted the unbalanced impact of masculine and feminine cues on assessments of the warmth and competence of stereotypes. The findings also indicated that destination warmth positively influences destination identification but demonstrated that competence has no effect. ...
... Eagly and Sczesny, 2019;Eagly and Wood, 2012) and the current literature (e.g. Cooke et al., 2022;Nash and Sidhu, 2023;Pogacar et al., 2021). According to these views, gender influences how people assess whether a destination is warm and competent. ...
Purpose
This paper aims to examine a new approach to understanding the interrelationships between destination brand gender, stereotypes, destination brand identification and brand advocacy, as well as the mediating role of destination warmth (vs. competence) in the connections between destination brand femininity (vs. masculinity) and destination brand identification.
Design/methodology/approach
A qualitative study and literature review were conducted to revisit and refine the items on the scale. Preliminary item reduction was qualitatively grounded in focus groups, a panel of experts, and a pilot study. A follow-up quantitative evaluation of two studies (N1 = 705 and N2 = 472) was conducted to test seven hypotheses using exploratory factor analysis and confirmatory factor analysis with structural equation modeling.
Findings
The findings provide robust evidence for the interrelationships among destination brand gender, stereotypes, destination identification and destination advocacy. The outcomes also reveal that warmth is more important than competence for destination identification. Finally, the results indicated that only destination warmth serves as a partial mediator in the association between destination brand masculinity and femininity, on the one hand, and destination identification, on the other hand.
Originality/value
This article adds to the destination branding literature by using social role theory and the stereotype content model to explore novel connections among destination brand gender, stereotypes, destination brand identification and brand advocacy.
... Furthermore, the results indicate that irrespective of food type, only a feminine brand personality could enhance brand attitudes. We believe that the findings of Pogacar, Angle, Lowrey, Shrum, and Kardes (2021) explain this result to a certain extent. Pogacar et al. (2021) investigated the impact of brand name gender on brand attitude and found that brand names could improve consumer brand attitudes. ...
... We believe that the findings of Pogacar, Angle, Lowrey, Shrum, and Kardes (2021) explain this result to a certain extent. Pogacar et al. (2021) investigated the impact of brand name gender on brand attitude and found that brand names could improve consumer brand attitudes. As both brand names and personality are elements that influence brand gender (Ulrich, Tissier-Desbordes, & Dubois, 2011), possibly, feminine brands can improve consumer brand attitudes. ...
... As both brand names and personality are elements that influence brand gender (Ulrich, Tissier-Desbordes, & Dubois, 2011), possibly, feminine brands can improve consumer brand attitudes. Hence, the conclusions observed in both our research and that of Pogacar et al. (2021). Therefore, future discussions and research should focus on the impact of brand gender. ...
In recent years, the severity of poor eating habits and health issues related to a poor diet has increased. Brand personality is undoubtedly essential for creating a positive evaluation of healthy foods. Prior research on food stereotypes suggests that people associate healthy foods with femininity. This study investigates the effects of gendered brand personality on healthy food brand evaluation, drawing on food stereotypes, gendered brand personality, and congruency theory. The results indicate that a feminine brand personality enhances consumer evaluation of healthier food brands more than a masculine brand personality. Combining a feminine brand personality and healthier food brands enhances the brand evaluation of healthier foods by reinforcing perceived congruence. From a theoretical perspective, this study expands the literature on brand personalities and healthy foods. From a practical perspective, this study highlights the directional aspects of brand personality construction for healthy food brands.
... Previous studies have shown that the typical features of warm imagery include friendliness, helpfulness, and consideration (Aaker et al., 2010). Female spokespersons are naturally associated with warm imagery (Eagly and Mladinic, 1994), which can enhance their persuasive power (Linne et al., 2022) and then further increase consumers' purchase intentions (Pogacar et al., 2021).Therefore, even though female endorsement of male products may create a certain degree of cognitive ambivalence among consumers, the warmth perceptions generated by the female streamer may offset the negative effect of cognitive ambivalence to a certain extent. ...
Introduction
Non-stereotypical gender role endorsement is becoming more common in e-commerce live broadcasting. However, there is relatively little research on this topic, and the mechanism of its impact on purchase intention is not yet clear. Based on schema theory and experimental methods, this study explores the impact of non-stereotypical gender role endorsement (compared to stereotypical gender role endorsement) on purchase intention in e-commerce live broadcasting. Besides, we take traditional gender ideology as the moderating variable.
Methods
We first selected experimental materials available for formal experiments through two pre-experiments. Secondly, this study conducted experiments on male/female product groups, respectively. Participants were recruited through the Credamo platform for both experiments.
Results
Experiment 1 indicates that for female product, stereotypical gender role endorsement triggers higher consumer purchase intention compared to non-stereotypical gender role endorsement. The subsequent moderating effect test results manifest that traditional gender ideology plays a moderating role in this effect. Experiment 2 shows that for male product, there is no significant difference in the impact of the two types of endorsement on consumers’ purchase intention. In other words, non-stereotypical gender role endorsement does affect consumers’ purchase intention, but this effect exists only in female product, and is more significant for consumers with a high level of traditional gender ideology.
Discussion
This study not only has certain theoretical significance for expanding the application boundaries of schema theory and congruence between celebrities and products endorsed, but also has practical significance for brand owners and streamers to effectively adopt non-stereotypical gender role endorsement to enhance purchase intention.
... The current study investigates the hypothesis that consumers prefer and have higher opinions of products with feminine names, which would result in higher ratings and more favorable reviews. By mapping ordinal scaled values to phonetic properties of names (Barry and Harper, 1995), Pogacar et al. (2021) show that names with a high femininity score receive higher ratings and more positive evaluations than products with a high masculinity score. By analyzing professional wine assessments by a critics' network consisting of female and male reviewers, this study also provides evidence that people's perceptions and assessments can be impacted by gender bias. ...
... A study by Pogacar et al. (2021) examines how brand names express gender connotations and how this affects performance, choice, and attitudes. It shows how linguistically feminine names improve perceived comfort and brand performance. ...
... Moreover, Guevremont and Grohmann (2015) have shown that name consonants affect consumers' perceptions. Pogacar et al. (2021) have shown that feminine brand names are Table 1. Phonetic gender scoring system (based on Barry and Harper 1995) Scale one Scale two ...
We shed light on assessing product quality in blind tastings and their potential (gender) biases. We study how phonetic traits of grape varieties suggest product attributes in the context of professional reviews. This study aims to close this research gap and analyze how product variety and phonetic name traits affect expert ratings. We obtained data on 18,609 wines and their ratings from Wine Enthusiast Magazine between 1997 and 2016, yielding a sample of 31,058 observations. We suppose that the gender of the taster needs to be considered to understand what affects tastings and ratings, as women and men might be attracted differently to masculine or feminine names. This study shows that masculine names receive higher evaluations than feminine ones. This phonetic gender gap is driven by lower ratings for white wines by female reviewers and lower ratings for red wines by male reviewers. In addition, white wines are rated lower overall by both men and women.
... Specifically, we examine whether message warmth can aid VIs in engaging their audiences with proenvironmental causes more effectively. While previous literature finds that message warmth helps to increase positive brand-related responses (Pogacar et al., 2021); brand engagement (Kull et al., 2021); brand likeability (Chang et al., 2019); customer satisfaction and word-ofmouth (Huang & Ha, 2020), it is unclear whether message warmth may actually be beneficial in this context in regards to debated topics such as climate change and the protection of the environment, or whether a less warm and more scientific language is a more effective way to promote green causes. Moreover, we aim to deepen our understanding of how message warmth affects perceptions of non-human beings. ...
... Prior research offers insights into how language-based warmth shifts persuasion. For example, Pogacar et al. (2021) show that brands with feminine names convey warmer feelings to consumers, which in turn results in more pronounced and positive brand-related responses. Consistent with Pogacar et al.'s (2021) study, Kull et al. (2021) suggested that chatbots using warm-oriented messages drive consumers' brand engagement, as they perceive psychological closeness to the brand (Park et al., 2013). ...