Abstract: The phenomenon of male stars endorsing female products (cross-gender stereotype endorsement) appears frequently in marketing. However, there are few studies focusing on star endorsement with different gender traits (masculine trait vs. feminine trait). Hereby the present research aims to explore how the interactive effect between spokesperson's gender traits and product signaling influences advertising effectiveness in the context of cross-gender stereotype endorsement. The analysis results indicate that, when identity signaling (vs. function signaling) is activated, cross-gender stereotype endorsement with masculine (vs. feminine) trait has a greater advertising effectiveness and such effect is driven by perceptions of uniqueness and quality. Furthermore, this study investigates the moderating role of incongruity level between product and endorsement in the above effects based on the Schema Incongruity Theory. This research has important theoretical contributions by expanding and enriching empirical studies of Match-up Hypothesis and Schema Incongruity Theory in the field of cross-gender stereotype endorsement, and practical implications by providing more detailed strategies of spokesperson selection and product advertising for managers.

Key words: cross-gender stereotype endorsement, gender traits, product signaling, perception of uniqueness, perception of quality