Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands

摘要: Abstract This research builds on similarity theory in order to understand the key success factors of brand naming strategies for cross-gender extension female patronymic brands targeting men. Study 1 demonstrates that most common strategy – adding a “Men” descriptor name does not significantly increase attitude as perceived masculinity cannot be enhanced Study 2 extends Study 1 by testing two more distant strategies: (1) dropping first and (2) using initials. The results show an inverted-U relationship pattern reveals role similarity: Dropping has positive impact attitude, purchase intention, spillover effect. By contrast, initials is too dissimilar from initial attractive These findings provide managerial implications practitioners considering strategy.