流動性別行銷溝通對品牌形象之影響

近年來性別平等、尊重多元性別等議題，像是同性結婚、女性主義、跨性別者的人權等等，都逐漸得到社會大眾的關注，這也讓不少大品牌紛紛呼應這些普世價值，希望大眾打破以往對性別的刻板印象，鼓勵大家以開放、尊重及包容的態度對待不同性別氣質的人，因此，本研究旨在探討流動性別行銷溝通對於品牌形象之影響。本研究主要目的為1. 探討刻板性別行銷溝通和流動行銷溝通對於品牌整體形象之影響有何差異。2. 若品牌由刻板性別行銷溝通轉變為流動性別行銷溝通，是否可以清楚的找出品牌定位。3. 消費者對於刻板性別行銷溝通的整體態度，和對於流動性別行銷溝通有何差異。本研究以線上問卷的方式進行，總共蒐集到247份有效樣本，由83位控制組的受試者與164位實驗組的受試者組成，兩組別接受不同性別取向的廣告刺激，控制組的受試者接受來自刻板性別行銷溝通的廣告刺激，實驗組的受試者則接受來自流動性別行銷溝通的廣告刺激。研究結果證實，比起刻板性別行銷溝通，受試者在接受流動性別行銷溝通後對於品牌形象有更正向的影響。根據實證結果，本研究得到三個重要的結論1. 社會對於廣告中的性別角色認知從刻板的性別二分法轉變為代表包容與和平的流動性別概念。2. 流動性別行銷對於品牌形象、品牌聯想皆有正向影響。3. 流動性別行銷不只是趨勢，更是未來品牌欲和年輕族群溝通時重要的工具。

關鍵字

性別流動；行銷溝通

並列摘要

In recent years, issues such as gender equality, respect and tolerance, such as same-sex marriage, feminism, and the human rights of transgender people, have gradually attracted the attention of the general public, which has caused many big brands to echo this universal value and hoped that the public will break gender stereotypes. Therefore, the study aims to understand the impact of gender-fluid communication on brand image. The purpose of this study is to address three questions. First, what is the implication on the overall brand image due to the shift from gender stereotype communication to gender-fluid communication? Second, are brands able to position themselves clearly if they disassociate themselves from gender stereotypes? Third, what is the overall attitude of consumers towards gender-fluid communication compared to gender stereotype communication? This study was conducted using the experimental design framework of prepost random group. 247 respondents were assigned into two groups: control and intervention. In the control group, 83 out of 247 respondents were shown a gender stereotyped advertising; in the intervention group, 164 out of 247 respondents were shown a gender-fluid advertising from the same brand. The experiment confirmed that gender fluid communication has a positive impact on brand image compared to gender stereotyped communication. Based on the empirical results three insights came up. First, the ideal gender role in advertising has been changed from dichotomy to inclusiveness and equality. Second, gender-fluid communication has a positive impact on brand image and brand association. Third, gender-fluid communication is the future of marketing and can be an effective tool for marketers to communicate with the young era.

並列關鍵字

gender-fluid ； marketing communication

參考文獻

Aaker, D. A. (1992). Managing Brand Equity, Free Press.

Google Scholar

Alexandra Claudia Hess, Valentyna Melnyk (2016), “Pink or Blue? The Impact of Gender Cues on Brand Perceptions”, European Journal of Marketing, pp.347-356.