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This paper aims to investigate the role of body size on female consumers’ fashion brand image perceptions.

An experimental design was used whereby the model’s body size in a fictitious advert was digitally manipulated to create four advertising images with an underweight, slender, average and obese model size (all other factors remained constant). Through an intercept survey of German female consumers, respondents were exposed to one of the four images, and asked questions pertaining to their brand image perceptions.

The findings suggest that for older consumers, model body size has no significant impact on their brand image perceptions. For younger consumers (18-25), there was some limited evidence of how a positive brand image affects when a slender model size is used, but there was no evidence that underweight models have a more positive impact on brand image.

The sample was restricted to a single German city (Berlin) with a relatively small sample and, therefore, the generalisability of the findings may be limited. It would be interesting to repeat the study in different cultural contexts. Whilst this paper focussed on potential differences in perceptions between different age groups, future studies could consider other factors, such as fashion involvement or consumer personality on the impact of body size on brand image.

Given the potential link to low self-esteem and eating disorders, it is recommended that fashion brands cease using clinically underweight models. Brands targeting older consumers may benefit from using larger models.

There is limited research to date that looks at the role of body size on brand image, and this is one of the first studies to consider all non-product-related brand image associations, and how perceptions may differ between different age groups, with many previous studies relying on student samples.

Body image perception is a complex cognitive process that involves several different dimensions. This has necessitated several studies to have different findings about each dimension, therefore. This is because body image perception is a continuous and constantly evolving process. The development of self-concept depends largely on positive or negative perception of body image in today’s time. This paper aims to develop an instrument to measure beliefs and attitudes of people involved in the perception of body image, defined as the perception that a person has of their physical self and the thoughts and feelings that result into a positive or negative self-concept.

The factorial structure, reliability, content validity and impact of gender on factor structure of body image perception scale (BIPS) were examined among university students (N = 200) in study, with male (n = 100) and female (n = 100) population. Self-made instrument BIPS was used.

Exploratory factor analysis using direct obliman method based on principal component analysis indicated a three-factor, 20-item scale including subscales 1) negative feeling; 2) public perception; and 3) future success. BIPS exhibited decent reliability (0.789) and content validity in both male and female university students, suggesting a highly significant difference between the two genders on BIPS.

The major limitation was that the sample was obtained from student population; therefore, it will not be entirely correct to generalize it to the whole population of Pakistan. Future studies need to include samples from different populations in Pakistan to bring out a more generalized view and try to minimize the variances in sample as much as possible for better results. Finally, the sample was drawn only from educated and young adult males and females (age ranging 17–28). Middle age and old age people must be included in future study. Also, in this study incremental and discriminant validity can be computed by comparing results on BIPS with any other body image questionnaire.

This standard instrument can be efficiently used for the research purpose and will enable the researcher to identify the positive and negative feelings and attitudes of male and females towards their body image and towards the development of healthy self-concept. The scale can be used by clinical psychologists and medical health professionals to help assess and treat their patients more accurately.

All in all, it can be suggested that the findings received illustrated that body image perception differs significantly among both men and women in Pakistani culture. The newly established version of BIPS with its high reliability indicates that the scale can be used in future as well with diverse populations to assess whether which among them hold either positive or negative self-concept of themselves based on their body image perceptions. Moreover, as the psychometric strength of the scale is well established, it can be used with future researches by health psychologists, dietitians and nutritionists to identify body image concerns among young males and females, especially in individuals with eating disorders.

Most fashion advertising in the UK uses and targets young, slim women (and/or men). The purpose of this paper research is to ask whether this approach is relevant and appropriate to older women, who make up a large and growing segment of the market, and who generally have more disposable income to spend on clothes.

Adapted qualitative techniques were used to examine two groups of women, one younger and one older. The Contour Drawing Rating Scale was used to examine the women's self‐image and the ideal size they perceived models should be. Triadic Sorting with laddering interviews revealed how the women perceived some recent adverts.

Although the older women, on the whole, were larger than the younger women, they displayed a greater level of satisfaction and contentment with their body's size and appearance. Both groups felt that fashion models should be larger than they are currently and the older women, in particular, felt that the advert using “normal‐sized” women was the most effective in selling product.

Directed towards the creators of fashion advertising and fashion retailers, this research was one of the first attempts to uncover how older women view fashion advertising. It reveals that while older women do not necessarily expect to see women of their own age in adverts they do require that the models are more reflective of “normal‐sized” women going about “normal” activities. In short, to interest them in the products being sold, they need advertising to be relevant to their everyday lives, without being condescending or resorting to escapism.

This paper represents one of the first research studies in the UK to explore older “normal” women and their perceptions of body‐image related to fashion advertising. It also uses specifically adapted qualitative methods to achieve its purpose.

This study seeks to determine if body image disturbance and eating disorders that have plagued Western women are now becoming more common in Asia as well. Additionally, it attempts to examine perceptions of the impact of models in advertising in both cultures. The third person effect which states that people believe the media impacts others more than themselves is tested to determine if this contributes to behaviors related to body image. A comparison of responses from young women inHong Kong and the US indicate that both cultures are similar in the degree of body dissatisfaction and dieting behavior exhibited. However, Western women spend significantly more time exercising and are more willing to have plastic surgery to improve their appearance. The third person effect appears robust across cultures, but generally does not contribute significantly to explaining body image related attitudes and behaviors. The results have important implications for both third person effect and cross cultural consumer behavior.

The purpose of this paper is to determine which factors impact body image satisfaction of Generation Y college age and young professional females born between the years of 1980 and 1993, age 20-33 years in the State of Texas.

An online survey created in Qualtrics was e-mailed to recruit research participants. Quantitative data were collected and analyzed in IBM SPSS Statistics 21. Exploratory factor analysis, reliability, computing variable mean, and linear multiple regression were performed. The variables explored were divided and grouped into major factors.

Millennial females are influenced by their own personal preferences, morals and beliefs, and certain occasions, seasons, climate, and the weather. These factors significantly influence body image satisfaction. The model developed in this study provides researchers with a new perspective on body image satisfaction and purchase intent. This study extends the theory of reasoned action by identifying specific factors which influence body image satisfaction which leads to the final purchase decision.

Because of this method of data collection the study might not be generalizable to the entire Millennial population. The sample is a small representative sample in the population with only Millennial females’ ages 20-33 years in the State of Texas. Although the study focussed on a single state, the state is an extremely large state encompassing 36 percent of the USA population. Additionally, race/ethnic diversity was also a limitation, as the majority of the sample was Caucasian. Thus, a larger and more diverse sample of age, race/ethnicity, and residence could be added for more generalizable results.

The findings of this study enable retailers to understand how body image can impact the customers perceptions of their stores and their employees. Marketers and retailers should focus on marketing to Millennial females through more personal approach targeting what is appropriate for the consumers size body type labeled clothing size and certain occasions.

Confidence in decision making while purchasing apparel is an important aspect of shopping. Further research could benefit from focussing on determining the confidence drivers and their origins.

This study enhances literature by providing a glimpse into the minds of Generation Y female consumers’ body image satisfaction and the factors driving them to purchase apparel.

This paper seeks to examine women's perceptions of brand personality in relation to women's facial image and cosmetic usage. This study seeks to develop a better understanding of how various factors influence perceptions of cosmetic brands.

An electronic survey was administered to a sample of 225 female participants at a mid‐Atlantic university in the USA. The survey included items measuring facial image, cosmetic usage, brand personality, and brand attitude. Multiple regression analyses were conducted to determine the relationship among variables.

While the brand personality of competence was found to be important across all three brands, consumer perceptions pertaining to the remaining brand personality traits differed. This study found that consumers' facial image influenced the total quantity of cosmetics used but not the variation in quantity in different situations. Results also indicate that a relationship exists between facial image and brand perceptions. Also, it was found that a different group of brand personality traits influenced brand attitude for each cosmetic brand.

By examining how facial image and cosmetic usage determine brand perceptions, companies can improve their marketing strategies to enhance customer satisfaction and increase their customer base. Moreover, by identifying the brand personalities that attract consumers, companies can pin‐point the characteristics customers look for in a product, which in turn can be used to enhance brand image. Further research on different age groups and cultures should be conducted to better understand cosmetic consumers.

This study contributes to the body of knowledge in the area of consumer behavior and cosmetics. From this study, a better understanding of cosmetic consumers is gained and the results provide brand marketers with valuable information.

Social expectations of body image can generate negative body feelings, exacerbate compensatory behaviors and discourage healthy food choices. This study examined the food choices and perceptions of adult consumers dissatisfied with their body image about food products available in the “healthy foods” section of a Brazilian supermarket.

Exploratory, descriptive and qualitative study. Body image dissatisfaction was assessed with the self-reported silhouette scale validated for the Brazilian population. Chosen items were classified according with degree of processing. Face-to-face interviews were conducted with 26 men and women and transcribed and thematically analyzed.

Participants chose 81 food products, most of which (53%) were ultra-processed. Thematic analysis revealed that participants were motivated mainly by consumption habits, preference, convenience and brand loyalty. Participants questioned the concept of health promoted by the supermarket and suggested that the kind of food items available in “healthy foods section” may confuse consumers about the healthfulness of packaged processed foods (PF). Despite being critical of the concept of healthfulness promoted by the supermarket, participants predominantly selected ultra-processed foods (UPF) mentioning health-related motivations for their selection, revealing a realm of contradictions. The results indicate that, for individuals dissatisfied with their body image due to overweight and with emotional eating behavior, the environment of the healthy foods section of supermarkets is not conducive to healthy food shopping.

Qualitative approach can bring results which add to the body of evidence on the importance of the food environment's influence on food choices, especially of individuals prone to making poor choices for the sake of improving their perceived body image.

This paper aims to explore the forces at work that negatively influence the self-image perceptions of young women, causing them to strive for an “ultra-thin” ideal.

Focus groups explore why and how perceived self-image influences young women’s body and perceptions and, consequently, health. Thematic qualitative analysis explores the realm of information and emotions involved with the thin-ideal.

Social contagion theory emerged with a significant impact caused by network influencers and the spread of information and emotions within social networks forces that sustain the need to be ultra-thin, even though there is abundant knowledge about adverse effects.

Future research should address limitations involving representativeness and generalizability.

Social marketing programs, including social media, should stress healthy eating habits while focusing on the importance of the self and de-emphasizing the “thin-ideal” image.

Results will assist in developing more informed and effective prevention programs, including social media campaigns, as preventative healthcare to reduce the risk of the spread of eating disorders and promote psychological health of at-risk young adults.

Obesity in adolescents has been a severe public health problem in developing countries in recent years. This study aims to assess the differences in socioeconomic, nutrition knowledge, breakfast habits, body image, physical activity, smoking, total sleep quality and nutrient intake between obese and non-obese adolescents.

This cross-sectional study with 2,432 adolescents (16–18 years) was conducted at senior high schools in DKI Jakarta from January to November 2019. Body image, percent body fat, nutrition intake and physical activity variables were collected.

This study found that more than 30% of adolescents in DKI Jakarta were overweight and obese. Overall, adolescents have a 56.3% positive body image, participate in moderate-intensity physical activity (49.02%), and smoke was found at a rate of 6.9%. The average total sleep quality was 71.3% fair and nutrient intakes 1599 ± 413 calories. The findings suggest that monthly income (p = 0.001, p = 0.016), energy intake (p = 0.005, p = 0.019) and total sleep quality (p = 0.008, p = 0.04) variables were consistently associated with nutritional status and percent body fat. Moreover, the body image perception (p = 0.035) variable had a negative correlation with nutritional status, and the smoking habits variable (p = 0.001) had a negative correlation with percent body fat.

This study provides empirical evidence that establishes the association between monthly income, energy intake, total sleep quality with nutritional status and body fat percentage in adolescents.

The purpose of this paper is to review the literature on body image and aging among older women. Using existing qualitative research, this paper explores how aging affects body image and how women respond to body image issues as they age.

Multiple databases were used to locate original and review articles on the topics of body image and aging, with a target population of women ages 60 years and older. The findings of the literature search were compiled, summarized and sorted to create themes.

Women struggle with body image issues throughout their lives. Women tend to perceive age-related changes in appearance negatively, as a threat to their identity and social value. This is due, in part, to the sociocultural environment, which pressures women to “fight” aging and maintain an ideal (young and thin) image at all costs. Some women do come to terms with their aging body and report increased self-acceptance with age. However, others turn to various forms of body work (e.g. dieting, hair dye, makeup) in order to maintain their value in an appearance-based society.

Poor body image can affect older women's emotional, psychological and physical health and overall well-being. Health care professionals, community workers and policy makers need to be made aware of these issues so that they can respond appropriately.

There has been limited research exploring body image among older women. This paper identifies gaps in the literature and suggests avenues for future research in this area.