I wrote a whole reply to this but frankly the original study being behind paywall this article might not represent it properly, so I scrapped that.

To illustrate "If they owned a gendered technology item, participants felt more attached to the item. Gendered items also led to more negative stereotypical thinking about gender."

What does that even mean?

"The researchers acknowledge that the participants were all from the United States, and it is possible that these results may not apply in all cultures where gendered technology is present".

I sought for this information indeed, because they talked about cars.
A car in french is female, in dutch it's male although one wouldn't know without a dictionary.
In Spanish it is male.
While they specify geographical location, the article doesn't specify native or even secundary language.

A prominent vacuum robot is called Roomba.
The 'a' may suggest it's rather female.

So before going in a whole discussion of gender perception, I'd need to read the premise of the study.
This article to me suggests they started out with some negative suppositions, which could bias the conclusions, and participants speaking other languages may have an influence on their perception of gendered objects as English is one of the very few gender neutral languages.
Although it's rather mothership for exemple, so it exists unofficially for some words.
And while mustang had Boss they also had Shelby, being quite the cool car in several movies, so what does that mean in their affection yet negativity conclusion ?

While in a way one could argue negative publicity is also publicity, just based on this article I'm not convinced there is any link to gender perception of objects and the reason to buy that object or not.

Especially since assistant voices are often a choice on each product rather than having to choose male female or neutral beforehand.