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Deceptive Marketing: The Inequality of Gendered Brands

dc.contributor.authorCapozzi-Davis, Sophia
dc.contributor.copyright-releaseNot Applicable
dc.contributor.degreeMaster of Science
dc.contributor.departmentRowe School of Business
dc.contributor.ethics-approvalReceived
dc.contributor.external-examinern/a
dc.contributor.manuscriptsNot Applicable
dc.contributor.thesis-readerDr. Peggy Cunningham
dc.contributor.thesis-readerDr. Alexandria West
dc.contributor.thesis-supervisorDr. Hélène Deval
dc.contributor.thesis-supervisorDr. Sergio Carvalho
dc.date.accessioned2025-04-10T16:38:00Z
dc.date.available2025-04-10T16:38:00Z
dc.date.defence2025-03-26
dc.date.issued2025-04-08
dc.description.abstractThis research examines consumers' asymmetric perceptions of norm violations associated with gendered, humanized brands, particularly in instances of brand transgression, like deceptive marketing. Building on gender role congruity theory, we hypothesized that consumers would perceive greater norm violations when feminine brands engaged in norm-violating behaviours (deception) compared to masculine brands. A 3 (brand personality: feminine vs. masculine vs. undifferentiated) x 2 (marketing practice: deceptive vs. honest) experiment showed that consumers perceive heightened norm violations when feminine brands engage in deceptive practices compared to masculine brands. This research contributes to understanding asymmetric consumer responses to brand transgressions in the context of humanized brands and highlights essential considerations for marketing strategies related to gendered brands.
dc.identifier.urihttps://hdl.handle.net/10222/84941
dc.language.isoen
dc.subjectConsumer Behaviour
dc.subjectGendered Brand Personality
dc.subjectGender Bias
dc.subjectDeceptive Marketing Practices
dc.subjectNorm Violation
dc.titleDeceptive Marketing: The Inequality of Gendered Brands

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