Yichun Zhang, Junying Yu*

Glorious Sun School of Business and Management, Donghua University

Abstract：

This study explores the mechanism by which brand gender-based inclusivity perception influences consumers' brand purchase intention , focusing on the roles of brand gender inclusivity perception, consumer empowerment. Through two scenario experiments, the study found that: compared with traditional gender-neutral brand positioning, genderless brand positioning significantly enhances consumers’ brand gender inclusivity perception, thereby increasing brand purchase intention ; consumer empowerment plays a partial mediating role between brand gender inclusivity and brand purchase intention. The findings provide theoretical basis and practical guidance for companies implementing genderless brand strategies to enhance consumer recognition and brand value.

Key Words：

genderless brands; brand purchase intention; inclusivity perception; consumer empowerment; brand gender positioning