Theo Lieven
Title
Prof. em. Dr.
Last Name
Lieven
First name
Theo
Email
theo.lieven@unisg.ch
Phone
+41 71 224 7217
6 results
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Item type:Publication, The effect of brand design on brand gender perceptions and brand preference(Emerald, 2015); ; ; Type:journal articleVolume:49Issue:1/2Scopus© Citations 149 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Effect of Brand Gender Similarity on Brand-Alliance Fit and Purchase IntentionA brand alliance, particularly by co-branding, wherein a brand seeks to reinforce its brand image, expand into new markets and gain new customer segments by utilizing the brand image of a second, external brand, is a strategic alternative to a brand extension. A brand alliance is only successful if the brand fit between the two constituent brands is high. Recent literature suggests the brand personality as a possible basis for brand fit. On this basis, brand gender is a relevant criterion for determining the success of a brand alliance, although this criterion has not been considered in previous studies. In this article, which relies on congruency theory, two experiments conducted to explore the role of brand gender as a driver of both positive consumer response and consumer behaviour towards an alliance are presented. The first experiment demonstrates that, if a consumer is asked to match an initial brand to a second brand from a set of brand options, the consumer will pair brands with the same brand gender. The second experiment reveals that brand gender similarity in a brand alliance results in greater perceived fit, visual appeal and perceived unity for the alliance in question, as well as an increase in purchase intention. This positive response to gender similarity was independent of the sexes and ages of the study participants. Managerial implications for successful brand alliances may be drawn from these findings.Type:journal articleJournal:Marketing ZFPVolume:37Issue:1 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond “Pink It and Shrink It”
Perceived Product Gender, Aesthetics, and Product EvaluationMarketing research on product personality suggests that products possess gender; however, the process by which a product becomes masculine or feminine is unknown. This research identifies product aesthetics as a source of product masculinity and femininity and investigates the influence of product gender created by aesthetics on consumer behavior. Building on prior work on anthropomorphism and evolutionary psychology (EP), the authors broadly hypothesize that specific physical characteristics identified as representing masculinity and femininity—and thus considered attractive in the mate selection process—will have a similar effect on products. The first study identifies the impact of the aesthetic dimensions of form (proportion, shape, and lines), color (tones, contrast, and reflection), and material (texture, surface, and weight) on defining a product’s gender. The second study shows that products that are strongly gendered, particularly those that are strong in both the masculine and feminine dimensions, result in positive affective and behavioral responses. Thus, this research identifies product aesthetics as a significant source of product gender while highlighting the theoretical contribution of EP to consumer behavior. Managerial implications for product design are then discussed, offering guidelines for creating strongly gendered products.Type:journal articleJournal:Psychology & MarketingVolume:32Issue:4Scopus© Citations 109 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, The Effect of Brand Gender on Brand Equity(Wiley Interscience, 2014-05); ; ; Brand personality has been suggested as an important source of consumer-based brand equity, yet empirical research on the relation between brand personality perceptions and brand equity is scarce. This article examines the link between masculine and feminine brand personality and brand equity as well as the underlying process of this relationship. Study 1 reported herein involves 140 existing brands and demonstrates that high levels of brand masculinity and femininity relate positively to brand equity, and that this relation is not moderated by participants' sex. Study 2 demonstrates that brand gender accounts for brand equity ratings above and beyond other brand personality dimensions. Study 3 identifies ease of categorization as the underlying mechanism for the relationship between brand gender and brand equity.Type:journal articleJournal:Psychology and MarketingVolume:31Issue:5Scopus© Citations 63 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Sex matters: The Effect of Brand Gender on Brand Equity(Association for Consumer Research, 2011-10); ; ; Type:journal articleJournal:Advances in Consumer ResearchVolume:39 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, You Sexy Thing: Product Design as a Source of Product Gender and Product Value(2013-06-04); ; Product personality research has indicated that products possess gender. The origin of product gender has not been completely comprehended. This research presents product design as a source of product gender. Drawing on evolutionary psychology and on qualitative workshops with designers, the effect of product design on product gender is analyzed on the dimensions of form (size, shape, line), color (tones, contrast, reflection) and material (texture, surface, weight) using three products (shoes, fragrance, glasses). The research further emphasizes the relevance of product gender by showing in a second study that strong product gender leads to a positive effect on product value. Keywords: product design, product personality, product gender, product value.Type:presentation