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Publications
Publications
  • 2013
  • Chapter
  • Consumer Behavior: Human Pursuit of Happiness in a World of Goods

Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story

By: Jill Avery
  • Format:Print
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Abstract

Throughout history, marketers have created gendered brands, creating their brands and the stories they crafted about them in their advertising to appeal either to men or to women. Gendered brands deliver value to consumers, and therefore, deliver value to marketers. "Gender-bending," taking a brand that has historically been targeted to one gender and targeting it to the other gender, is becoming a more common occurrence. This can be a risky strategy. Consumers who rely on the brand's gender meanings feel threatened when the brand becomes associated with the opposite gender. This chapter traces what happens when brands traditionally used by one gender are targeted toward the other and shows the detrimental long term branding effects of gender-bending.

Keywords

Consumer Behavior; Brands; Brand Positioning; Brand Equity; Brand Management; Advertising Campaigns; Customer Focus and Relationships; Marketing; Brands and Branding; Marketing Strategy; Auto Industry; Consumer Products Industry

Citation

Avery, Jill. "Gender Bender Brand Hijacks and Consumer Revolt: The Porsche Cayenne Story." In Consumer Behavior: Human Pursuit of Happiness in a World of Goods. 3rd ed. by Jill Avery, Robert Kozinets, Arch Woodside, Banwari Mittal, and Priya Raghubir, 645–649. Cincinnati: Open Mentis, 2013.
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About The Author

Jill J. Avery

Marketing
→More Publications

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More from the Author
  • FARM Rio: Bringing a Brazilian Fashion Brand to the World By: Isamar Troncoso and Jill Avery
  • The Meteoric Rise of Skims By: Ayelet Israeli, Jill Avery and Leonard A. Schlesinger
  • Introduction to the RC Marketing Course: Fall 2023 By: Jill Avery and Sunil Gupta
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