Recent research shows that loyal customers often get upset when a brand associated with men expands to include products perceived as feminine. Senior Lecturer Jill J. Avery discusses the problem of "gender contamination" in this tory, which first appeared on the HBS Working Knowledge website.
Related: Defending the Markers of Masculinity: Consumer Resistance to Brand Gender-Bending Avery, Jill
While all eyes in the film world are turned toward the Academy Award prize winners, the business school world has also just announced its very own "Oscars" -- those professors that have written the most effective case studies.
Related: Hubspot: Inbound Marketing and Web 2.0
Marketing companies take on gender contamination, the idea that when women flock to a product, men flee.
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Jill J. Avery
Division of Faculty & Research
Harvard Business SchoolSoldiers Field
Boston, MA 02163