Assessment of the brand experience effect on the gender dimension of the brand personality on the example of Dior

Abstract

The aim of this study is to measure the effects of the brand experience on the gender dimension of the brand personality on the example of Christian Dior (fragrance producer). The study used a quantitative method to explore two variables: the brand experience and the gender dimension of brand personality. The research sample consisted of data collected from 173 citizens of the Kurdistan region of Iraq and the study covered the period from January to August 2021. The analysis demonstrates that the brand experience of the Dior brand is more inclined towards the feminine than the masculine characteristics of the brand, which makes it more appealing to female consumers. The study contributes to the exploration of the specific concept of the gender dimension of a brand personality.