ABSTRACT
Blue and pink colors are gender cues commonly used as marketing strategies, but there are limited studies on using these cues to drive sales. Therefore, this study aims to determine the effect of using gender cues on consumers' brand perception with the aspect of competence and warmth as well as subsequent purchase intention concerning the stereotyping tendency. An experimental study was conducted to determine the effects of gender cues on consumers' perception and purchase intention. The results showed that gender cues activate different perceptions and affect purchase intention differently depending on the brand's level of competence. In particular, feminine cues increase purchase intention via perceived brand's warmth. Meanwhile, masculine cues increase purchase intention via perceived brand's competence among brands perceived as not yet established and competent.
