Thesis topic: Brand gender congruence in a post-binary world: which gendered brand personality do consumers preference, and has this changed with new social norms relating to gender?
With changing social norms, many consumers possess both masculine and feminine traits, and may be considered ‘psychologically androgynous’. To capitalise on this trend, brands are considering more gender-neutral personalities to maximise congruence in a post-binary world. However, brands are struggling to navigate changing gender norms, so there is a need to further explore which gendered brand personality (GBP) consumers preference in this post-binary world, and which cues will achieve the desired GBP most effectively.
Professor Rebekah Russell-Bennett & Dr. Stephen Whyte