Role of biological sex and gender roles on perceived brand personality

Article type: Research Article

Authors: Rup, Bikash Kumar^* | Gochhayat, Jyotiranjan | Samanta, Sasmita

Affiliations: Kalinga Institute of Industrial Technology (KIIT), Bhubaneswar, India

Correspondence: [*] Corresponding author: Bikash Kumar Rup, Kalinga Institute of Industrial Technology (KIIT), KITT School of Management (KSOM),

Abstract: Perceived brand personality of an individual may vary with various factors attached to individuals. This study intends to explore the influence of biological sex and gender roles of consumers on their perception of brand personalities. Data were collected through questionnaire survey. Four hundred and eleven valid responses were received on various brands of cell phones, out of which 281 responses on four brands were analyzed using structural equation modelling in AMOS 20. This study finds no evidence of any association of individuals’ biological sex with their perception of brand personality regarding the brand. On contrary it was found that irrespective of biological sex, individuals having certain gender roles can be associated with their perceived brand personality. The findings may not be helpful to low end products where customization of products or sales strategy may not be feasible. The findings will help in sales and marketing management of products and services. This may be very much helpful for high-end products, where customization of individual need can be accommodated. This study identifies how social constructs such as gender roles play a crucial role in redefining marketing as well as sales strategy, leading to better management of potential consumers.

Keywords: Perceived brand personality, biological sex, gender role, structural equation modelling

DOI: 10.3233/KES-180387

Journal: International Journal of Knowledge-based and Intelligent Engineering Systems, vol. 22, no. 4, pp. 231-237, 2018