Gender represents an important dimension of brand personality, as it affects the consumer's identification with brands and their evaluation. As such, it is crucial in the formulation of strategies, as it affects the identity of consumers and their perception of the brand. In our assignment, we wanted to examine the influence of the gender of consumers, the gender of brands and their nature (utilitarian, hedonistic) on the subjective value of brands through empirical research. We confirmed only the third hypothesis, which connects the masculinity or femininity of brands with their hedonistic or utilitarian character. The first and second hypotheses did not show statistically significant correlations, but in the first one we noticed that the respondents value more androgynous brands that combine the characteristics of both sexes. Based on the results of our analysis, we would recommend companies to consider the gender dimension as part of their personalities when creating and managing their brands. More precisely, we advise that they take into account modern conceptions and understandings of gender, as this can lead to greater brand value and better acceptance among consumers.
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