Building on the literature on gender role theory and brand gender, this research examines how gender-based stereotypes regarding emotional behaviors can influence consumers’ response to brand emotions. Three experimental studies demonstrate that consumers hold the same gender-based expectations of brands as they do with human emotions. In particular, they show that masculine brands can suffer from the stereotype that masculinity is typically associated with emotional control. Consumers will judge the emotional expression of a masculine brand less appropriate, which will negatively affect the perceived sincerity of the brand. Downstream negative consequences of brand masculinity include message attitude, brand attitude, and intentions to recommend the brand. Evidence of this effect is provided for emotions that are typically associated with femininity (happiness and sadness) and masculinity (anger and pride).

中文翻译：

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男孩不哭：品牌男性化对品牌情感的负面影响

基于有关性别角色理论和品牌性别的文献，本研究探讨了基于性别的关于情感行为的刻板印象如何影响消费者对品牌情感的反应。三项实验研究表明，消费者对品牌的期望与对人类情感的期望相同。特别是，他们表明，男性品牌可能会遭受刻板印象，即男性气质通常与情感控制有关。消费者会判断男性品牌的情感表达不太合适，这会对品牌的诚意产生负面影响。品牌阳刚之气的负面影响包括信息态度，品牌态度和推荐品牌的意图。