Does brand–product gender incongruence enhance advertising effectiveness? The moderating role of virtual versus human influencers

Purpose This research investigates the effect of brand–product gender incongruence on advertising effectiveness. It further aims to examine the mediating role of perceived novelty and to identify a key boundary condition by examining the moderating role of endorser type (virtual vs. human influencer). Design/methodology/approach Four studies tested the proposed hypotheses. Study 1 employed a memory-based task to examine the effect of brand–product gender incongruence on brand recognition and to test the mediating role of perceived novelty. Studies 2a and 2b employed 2 × 2 between-subjects experiments to extend the findings to purchase intention and brand attitude. Study 3 examined whether endorser type (virtual vs. human influencer) moderates the effect of brand–product gender incongruence. Findings Brand–product gender incongruence enhances advertising effectiveness through perceived novelty. Moreover, the effect is stronger when advertisements feature virtual rather than human influencers. Practical implications These findings provide guidance for designing brand–product gender strategies and selecting appropriate endorsers in advertising. Originality/value This study identifies brand–product gender incongruence as an effective advertising strategy and advances schema incongruity research by identifying a significant indirect effect through perceived novelty. It further highlights endorser type as an important boundary condition, showing that virtual influencers can strengthen the effectiveness of gender-incongruent brand–product combinations.