Abstract
The goal of the paper is to present results of an experiment explaining the influence of a residual code of masculinity on brand-related effects. Gender and gender roles are elements used in brand communication. However, models of femininity and masculinity are subject to changes and so, for brands to remain up-to-date in the eyes of consumers, their communication should keep up with the changes and replace old models with new ones. This paper is based on literature studies concerning research on models of masculinity and their application in marketing and on an experiment.
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