Thanika Devi Juwaheer, Sharmila Pudaruth, Rajesh Sannegadu and Kooldeep Sahye
The purpose of this paper is to explore the influence of type fonts on the purchase of branded products from a gendered point of view and whether type fonts used by brands can be utilized in brand re-gendering of a product in emerging economies. Four quantitative studies were conducted, collecting data from people aged 18 and above in Mauritius. In total, 150 valid questionnaires were used in the analysis of data using the statistical package for the social sciences. The results have revealed that brand femininity is associated with ‘script’ type fonts and brand masculinity is paired with ‘display’ type fonts in an emerging country such as Mauritius. Further outcomes of the research have indicated that product categories do not impact on type fonts being used for brands and consumers do not classify products in different genders based on their product category. Moreover, men and women are not much influenced by type fonts when purchasing and recommending products in emerging countries such as Mauritius. Finally, the results have also revealed that type fonts do not assist in brand re-gendering and more branding cues need to be altered to successfully change the existing brand gender perceptions of a product for emerging economies. This present research has several practical implications for brand managers and businesses and the way they communicate their brand gender using type fonts to customers of emerging countries in African region.