The Gender Effect in Brand Names
The impact of the gender of brand names when it comes to the type of products you sell.
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Summary
If you sell a hedonic (pleasure oriented) product, go for a feminine brand name. This will make you be perceived as more warm.
If you sell an utilitarian product, choosing a masculine brand name will give you a slight advantage.
Other mentions
The studies were conducted on English-speaking participants so this rule may be different depending on the cultural background of the users.
Generally, when the user was male, there was no difference in perception.
However, when the typical user was female, the scientists were able to notice the above difference in perception.
