This paper examines the effect of congruence between Gendered Brand Personality and consumer psychological gender on brand outcomes using two online experiments with USA and UK samples. However, as gender attitudes and identities change to reflect the broader culture, marketers must continuously re‐evaluate how changing gender attitudes and identities will impact consumers' responses to gendered brands. Gender is a fundamental pillar of personal identity, and as such, gendered brand personality is an equally important aspect of brand identity, as it enables consumers to express their gender identity through consumption.
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