title: Application of Stereotypes in Marketing: Gender Cues and Brand Perception

authors: Hess, Alexandra C.

subjects: warmth

abstract: Stereotypes and their applications and implications have emerged as an important area of investigation in the field of marketing. Yet, despite the growing interest and relevance of stereotypes among marketing scholars, the marketing literature lacks a cohesive understanding of their concept and application. In particular, little research in the field of consumer behavior has examined the effects of stereotypes on brand perception and the subsequent influence on consumer purchase intention. 
The goal of this dissertation is to create a deeper and more cohesive understanding of stereotypes and their implications for marketing practitioners, with a particular focus on gender stereotypes and brand perception. This dissertation consists of three projects. 
The first project outlines a conceptual framework of stereotypes and their application in the field of marketing by integrating knowledge from social psychology literature with knowledge from consumer behavior and marketing. Based on this framework, gaps in the marketing literature are identified and suggestions for future research are provided. 
Building upon project one, project two seeks to identify applications of stereotypes in the field of marketing. In particular, project two explores whether the use of gender stereotypes via gender cues (e.g., colors such as blue or pink) in a product description can influence brand perception along the warmth and competence dimensions and, consequently, impact upon consumer purchase intention. Further, the effect of gender cues is tested dependent upon the gender type of the product. The results indicate that feminine cues enhance perceived warmth which, in turn, increases purchase likelihood for masculine products. Perceived warmth serves as a mediator between the gender cue and purchasing likelihood, yet competence does not. 
Project three builds upon and integrates the findings from project two by investigating the effect of gender cues in the presence of warmth and competence cues. Thereby, a theoretical framework is proposed which takes multiple warmth and competence cues into account. Subsequently, this theoretical framework is used to assess the effects of gender cues, as well as warmth and competence cues, on consumer perception of brands and their purchase intention. Consistent with the theoretical framework, this project explores that feminine cues enhance perceived brand warmth and purchase intention when paired with a high competence cue, yet backfires when paired with a low competence cue. In contrast, implicit masculine gender cues enhance perceived brand competence and purchase intention when paired with low competence cues yet backfire when combined with high competence cues. 
Overall, this dissertation proposes recommendations on how practitioners are able to effectively use gender cues (i.e., butterflies, bears, circles, squares, colors such as pink and blue) as part of gender stereotypes within a firm’s marketing efforts (i.e., background of print ads or on the product packaging) to achieve desired consumer brand perception and improve purchase likelihood.

text: Application of Stereotypes in Marketing: Gender Cues and Brand Perception Stereotypes and their applications and implications have emerged as an important area of investigation in the field of marketing. Yet, despite the growing interest and relevance of stereotypes among marketing scholars, the marketing literature lacks a cohesive understanding of their concept and application. In particular, little research in the field of consumer behavior has examined the effects of stereotypes on brand perception and the subsequent influence on consumer purchase intention. 
The goal of this dissertation is to create a deeper and more cohesive understanding of stereotypes and their implications for marketing practitioners, with a particular focus on gender stereotypes and brand perception. This dissertation consists of three projects. 
The first project outlines a conceptual framework of stereotypes and their application in the field of marketing by integrating knowledge from social psychology literature with knowledge from consumer behavior and marketing. Based on this framework, gaps in the marketing literature are identified and suggestions for future research are provided. 
Building upon project one, project two seeks to identify applications of stereotypes in the field of marketing. In particular, project two explores whether the use of gender stereotypes via gender cues (e.g., colors such as blue or pink) in a product description can influence brand perception along the warmth and competence dimensions and, consequently, impact upon consumer purchase intention. Further, the effect of gender cues is tested dependent upon the gender type of the product. The results indicate that feminine cues enhance perceived warmth which, in turn, increases purchase likelihood for masculine products. Perceived warmth serves as a mediator between the gender cue and purchasing likelihood, yet competence does not. 
Project three builds upon and integrates the findings from project two by investigating the effect of gender cues in the presence of warmth and competence cues. Thereby, a theoretical framework is proposed which takes multiple warmth and competence cues into account. Subsequently, this theoretical framework is used to assess the effects of gender cues, as well as warmth and competence cues, on consumer perception of brands and their purchase intention. Consistent with the theoretical framework, this project explores that feminine cues enhance perceived brand warmth and purchase intention when paired with a high competence cue, yet backfires when paired with a low competence cue. In contrast, implicit masculine gender cues enhance perceived brand competence and purchase intention when paired with low competence cues yet backfire when combined with high competence cues. 
Overall, this dissertation proposes recommendations on how practitioners are able to effectively use gender cues (i.e., butterflies, bears, circles, squares, colors such as pink and blue) as part of gender stereotypes within a firm’s marketing efforts (i.e., background of print ads or on the product packaging) to achieve desired consumer brand perception and improve purchase likelihood.

year: 2013

title: The customer engagement/value interface: An exploratory investigation

authors: Hollebeek, Linda D.

subjects: customer engagement

abstract: After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

text: The customer engagement/value interface: An exploratory investigation After generating significant interest among marketing practitioners, the customer engagement (CE) concept is rapidly gaining traction in the academic marketing literature. Although pioneering research has provided foundational insights in this emerging area, little is known regarding the ways in which CE may contribute to generating customer value (CV) and ensuing loyalty for utilitarian and hedonic brands. Addressing this research gap, this paper develops a conceptual model of the CE/CV interface for utilitarian and hedonic brands, which proposes: (i) The existence of a curvilinear relationship between CE/CV for utilitarian and hedonic brands; and (ii) Up to a focal brand-, category-, consumer-, and situation-specific optimum, growing CE generates greater CV increases for hedonic, than for utilitarian brands. By drawing on a sample of 14 consumers, depth-interviewing/focus group findings provided exploratory evidence for contentions (i) and (ii). The paper concludes with an overview of key research limitations and implications.

year: 2012

title: E hoki ki to maunga: The quintessential elements of home

authors: Emery, Debra Joy Tepora

subjects: hau kainga

abstract: He kopu puta tahi, he taura whiri tātou;
whiringa a nuku, whiringa a rangi, te whatia e
Issue of one womb, we are a rope woven of many strands; woven on earth, woven in heaven, it will not break (Rev Māori Marsden, 1992)
Ngati Te Takinga is a hapū (sub-tribe) belonging to the Iwi (tribe) Ngati Pikiao. An affiliated member of the Te Arawa confederation of tribes, Ngati Pikiao occupies the Okere and Rotoiti Lakes district of Rotorua in the central North Island of Aotearoa New Zealand.
This thesis seeks to acknowledge and address the concerns that Ngati Te Takinga has regarding impending cultural discontinuity. The concerns arise due to the hapū's limited human capability and capacity being the result of three things. Firstly, the ongoing demise of tribal elders (and leaders) and the subsequent loss to the hapū of cultural knowledge, skills, leadership and expertise. Secondly, the low numbers of adept,
culturally proficient successors 'coming through' (to replace the elders) and finally, the detribalised and diasporic (dispersed) nature of our people. The hapū and the marae Te Takinga (a last outwardly discernible bastion of Ngati Te Takinga cultural identity and distinction) are jeopardised as a result of these phenomenon.
This thesis is part of a hapū strategy that attempts to address these problems. Positing the
reconnection of our dispersed Ngati Te Takinga 'away-dwellers' as a beginning
solution, the central questions raised by this thesis are  how [does] Ngati Te Takinga
'home-dweller' discourse impact on the 'coming home' experiences and 'reconnection'
of Ngati Te Takinga away-dwellers?  and  what are the [are there] implications for Ngati
Te Takinga cultural continuity? 
The maintenance of Ngati Te Takinga cultural continuity forms the aho mātua or main thread of this work. Using narrative enquiry as a broad methodological framework,stories were gathered from four different groups of Ngati Te Takinga peoples. The groups were home-dwellers (mana whenua or ahi kaa), te ahi tere (away-dwellers who
have returned home to live); te ahi tere (away-dwellers who intend returning in the future) and te ahi tere (away-dwellers who have no intention of returning home to live). The stories (narratives) investigated notions of home, belongingness and Māori identity in relation to the trichotomy of the connection, disconnection and the reconnection of Ngati Te Takinga peoples; the stories were analysed and co-constructed with participants for meaning.
The stories showed that while the hapū aspires to gather up the strengths of a dispersed people to reinvigorate our culture and the marae, existing and competing discourses around authenticity, authority and Ngati Te Takinga identity create a tension between the home (mana whenua/ahi kaa) and away-dwelling Ngati Te Takinga people; including those away-dwellers who have returned. As a basic requirement, this tension must be
diminished in order to build the relationships necessary to improve hapū allegiance
(whānaungatanga), to build hapū strength and to maintain hapū culture and identity. As a priority, decolonising strategies that facilitate an understanding of diversity, promote
participation, maintain tikanga and include our away-dwellers, our 'returnees' and/or our
disconnected people in our hapū-marae interactions, must be considered, developed,
promoted and practiced.

text: E hoki ki to maunga: The quintessential elements of home He kopu puta tahi, he taura whiri tātou;
whiringa a nuku, whiringa a rangi, te whatia e
Issue of one womb, we are a rope woven of many strands; woven on earth, woven in heaven, it will not break (Rev Māori Marsden, 1992)
Ngati Te Takinga is a hapū (sub-tribe) belonging to the Iwi (tribe) Ngati Pikiao. An affiliated member of the Te Arawa confederation of tribes, Ngati Pikiao occupies the Okere and Rotoiti Lakes district of Rotorua in the central North Island of Aotearoa New Zealand.
This thesis seeks to acknowledge and address the concerns that Ngati Te Takinga has regarding impending cultural discontinuity. The concerns arise due to the hapū's limited human capability and capacity being the result of three things. Firstly, the ongoing demise of tribal elders (and leaders) and the subsequent loss to the hapū of cultural knowledge, skills, leadership and expertise. Secondly, the low numbers of adept,
culturally proficient successors 'coming through' (to replace the elders) and finally, the detribalised and diasporic (dispersed) nature of our people. The hapū and the marae Te Takinga (a last outwardly discernible bastion of Ngati Te Takinga cultural identity and distinction) are jeopardised as a result of these phenomenon.
This thesis is part of a hapū strategy that attempts to address these problems. Positing the
reconnection of our dispersed Ngati Te Takinga 'away-dwellers' as a beginning
solution, the central questions raised by this thesis are  how [does] Ngati Te Takinga
'home-dweller' discourse impact on the 'coming home' experiences and 'reconnection'
of Ngati Te Takinga away-dwellers?  and  what are the [are there] implications for Ngati
Te Takinga cultural continuity? 
The maintenance of Ngati Te Takinga cultural continuity forms the aho mātua or main thread of this work. Using narrative enquiry as a broad methodological framework,stories were gathered from four different groups of Ngati Te Takinga peoples. The groups were home-dwellers (mana whenua or ahi kaa), te ahi tere (away-dwellers who
have returned home to live); te ahi tere (away-dwellers who intend returning in the future) and te ahi tere (away-dwellers who have no intention of returning home to live). The stories (narratives) investigated notions of home, belongingness and Māori identity in relation to the trichotomy of the connection, disconnection and the reconnection of Ngati Te Takinga peoples; the stories were analysed and co-constructed with participants for meaning.
The stories showed that while the hapū aspires to gather up the strengths of a dispersed people to reinvigorate our culture and the marae, existing and competing discourses around authenticity, authority and Ngati Te Takinga identity create a tension between the home (mana whenua/ahi kaa) and away-dwelling Ngati Te Takinga people; including those away-dwellers who have returned. As a basic requirement, this tension must be
diminished in order to build the relationships necessary to improve hapū allegiance
(whānaungatanga), to build hapū strength and to maintain hapū culture and identity. As a priority, decolonising strategies that facilitate an understanding of diversity, promote
participation, maintain tikanga and include our away-dwellers, our 'returnees' and/or our
disconnected people in our hapū-marae interactions, must be considered, developed,
promoted and practiced.

year: 2008