Exploring brand masculine patterns: moving beyond monolithic masculinity
Abstract
Purpose
This research seeks to explore the nature and the structure of brands' masculine dimensions; to develop a reliable and a valid scale to measure brand masculinity and to explore the different brand masculine patterns.
Design/methodology/approach
A series of four studies developed and validated a two-factor, five-item measurement scale for brand masculinity using exploratory and confirmatory factor analyses. Content and face validities; reliability and internal validity; convergent and discriminant validities were established. Generalisability of the two dimensions across the gendering of product categories was assessed. A cluster analysis was used to explore brand masculine patterns.
Findings
The results indicate that brand masculinity is a bi-dimensional construct (i.e. “Male chauvinism” and “Heroic” dimensions). A cluster analysis performed on 45 brands revealed four brand masculine patterns: hegemonic, emerging, chivalrous and subaltern.
Research limitations/implications
French student subjects constitute the sample. Future studies might investigate the transferability of the results to other cultures. The classification scheme broadens the existing brand personality and brand gender literature and its derived brand taxonomies.
Practical implications
The results provide brand managers with a marketing tool to measure their brands' masculinity and allow them to adapt specific, previously developed gendered marketing strategies.
Originality/value
This research contributes to the brand personality and brand gender literature with new insights about the nature and structure of brands' masculine dimensions. The study moves the conceptualisation of this construct forward rejecting thus previous monolithic approaches to brand masculinity.
Keywords
Acknowledgements
The author wishes to thank Pr Denis Darpy, Dr Nabil Ghantous and Pr Cleopatra Veloutsou for their valuable comments and recommendations on previous versions of this paper. Revised paper submitted to the special issue of Journal of Product & Brand Management Post 8th Global Brand Conference of the Academy of Marketing's Brand, Corporate Identity and Reputation Special Interest Group (Oporto, Portugal)
Citation
Azar, S.L. (2013), "Exploring brand masculine patterns: moving beyond monolithic masculinity", Journal of Product & Brand Management, Vol. 22 No. 7, pp. 502-512. https://doi.org/10.1108/JPBM-09-2013-0386
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited