All SOM News

Professor Jill Avery's research on "gender-bending" in brands is referenced in the Economist

Professor Jill Avery's research on "gender-bending" in brands was quoted in the Economist article "Hello, girls." The article states: "Jill Avery of the Simmons School of Management in Boston researched this trend [gender-bending] with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished brand is better than having no brand at all."

Post Date: March 13, 2009 | Posted By: Kerri Brophy
Post Category: MBA;SOM News;Undergraduate Management
Professor Jill Avery's research on "gender-bending" in brands was quoted in the Economist article "Hello, girls." The article states: "Jill Avery of the Simmons School of Management in Boston researched this trend [gender-bending] with cars. When Porsche released a sport-utility vehicle designed for women, sales temporarily increased, but men started to move away from the brand, on the basis that it had compromised its masculine image. But in this recession, having a tarnished brand is better than having no brand at all."Professor Jill Avery's research on "gender-bending" in brands is referenced in the Economist

 

side bar