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This research studies femvertising social marketing impact on their perceived congruence and authenticity; and attitudes toward female role portrayal cross-gender.

This research used deductive quantitative research approach. Data were gathered during a sports event in Egypt made to support female empowerment; a local sports organization hosted 8K Women Race on February 26, 2022, applying a cross-sectional timeframe. The researcher approached both male and female segments with an administrated questionnaire to fill out through convenience sampling. Structural equation modeling path coefficient analysis was used to test the hypotheses.

The research shows femvertising perceived congruence is insignificant cross-gender; femvertising perceived authenticity is significant to female segment, not the male segment; femvertising impacts female portrayal among male segment and female segment.

The conclusions could be reference for stakeholders who have interest in women empowerment marketing strategies as brand activism; companies that look toward femvertising as effective tactic to enhance affirmative attitude and build an empowered female customer base. The results indicate that marketers can benefit from adapting a more mindful approach to the portrayal of females used in advertising.

The addition of a cross-gender perspective on femvertising (as brand activism) is a key contribution to this literature. This study adds knowledge on the how perceived congruence and authenticity of the advertising can impact significantly attitude toward women empowerment; when brands promote social matters, their underpinning motives are under microscope among consumers, and adverse attributions can hinder brand performance as consumers may not believe the brands when they engage in the activism.

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

The aim of the study reported in this article was to establish whether the quality of clothes of a given brand is perceived and assessed by consumers at the same level. An additional purpose was to identify the features that characterize the quality of popular, among Polish young female consumers, clothing brands and to classify them according to their quality level (perceived and assessed).

The article presents two approaches to consumer assessment of the quality of clothes: the survey method, in which the product quality was determined by 320 Polish female young respondents (19–25) based on their own previous experiences and impressions related to a particular clothing brand, and a direct assessment of shirts of selected brands using a sensory quality assessment method, a five-point hedonic scale with the verbal anchor (115 evaluators).

The research has revealed a significant difference between the perception of selected quality features of brands and the consumer assessment of the products. The perception maps developed based on the PROFIT analysis (PROperty FITting) as well as on cluster analysis provided interesting information about the situation of selected brands and their features in comparison with others and allowed to identify strong and weak features characterizing a given category.

This study has several limitations. First and foremost, the research results cannot be generalized to all consumers because they encompass the results from one national context and one population of respondents (young females). It should also be noted that the conducted research comprises only the most popular clothing brands available on the Polish market, in particular, the fast fashion segment brands. Furthermore, it would be advisable to carry out a sensory assessment of the quality of other clothing items offered under the brand names investigated.

This research could be a valuable source of information for clothing company managers, thanks to which they could better manage their brand and its position on the market. When undertaking marketing activities consisting of building positive perceptions about the product, it is important to make sure that the product offers an attractive sensory experience. When real quality deviates from consumer perceptions about the quality, managers should take corrective actions to restore and even improve the brand image in the eyes of the consumer, as well as to ensure the brand and the products offered under it a stable position on the market.

By comparing two approaches to consumer quality assessment, discrepancies between declared and real (sensory) quality of clothes have been identified and the distinctive features that differentiate selected brands regarding their quality level have been indicated.

The study aims to investigate the usage of diversity and inclusion (D&I) signals in communications for employer branding through digital channels made by European companies.

A quali-quantitative content analysis approach was employed to detect the usage of D&I signals of the top 43 European companies ranked in the 2021 Refinitiv Diversity and Inclusion index. These signals were organized according to Plummer's Big 8 diversity's dimensions. A correlation analysis was conducted to verify a relationship between D&I initiatives and digital communication for employer branding on corporate websites and LinkedIn. Descriptive statistics were used to analyze the D&I dimensions' pervasiveness in digital communications and relevance on LinkedIn.

The results show that the correlation exists only between D&I initiatives and communication on the corporate website, while LinkedIn is still underused in this field. The most pervasive and relevant D&I dimensions for European companies are “Gender” and “Sexual Orientation”.

This paper enriches employer branding research by providing original insights into the use of D&I dimensions in digital communications.

Potato-based snacks (PBS) are widely popular among people of all age groups despite known negative health aspects. University students, due to their busy routines and less familiarity with diets are more prone to selecting unhealthy meals and snacks. The study aims to explore the outlook of university students regarding their consumption of processed and packaged PBS in their daily lives and compares gender’s PBS choices with dietary habits and food environment.

A total of 122 students from various universities across Pakistan were included in this study. The data were collected using a structured questionnaire and distributed using the snowball method.

The university students showed a significant difference in their living habits (p = 0.016), where 25.4% of enrolled male students were hostellers as compared to females (14.8%). Significant differences were noticed in choosing PBS that further depends on the familiarity of the product, (p = 0.030), where 9.0% of female students rated familiarity with the product as being important while 20.5% of males responded familiarity as a critical factor. Studying the usual location/point of purchase for a PBS, a significant difference was observed (p = 0.008%) where more male students (27.9%) choose to buy their PBS from a local convenience store as compared to female students (18.9%). Female students (13.1%) would rather choose to buy their PBS on their weekly grocery runs.

This study concluded that female and male students’ attitudes regarding the consumption of PBS were almost the same regardless of environment and brand repute.

Highlights

1. Dietary behavioral studies of consumption of PBS

2. The environment and brand reputation have no impact on the consumption of PBS

3. Gender differences have no impact on the selection of PBS

4. Awareness and healthy selection of PBS are critical factors that need to be focused

Dietary behavioral studies of consumption of PBS

The environment and brand reputation have no impact on the consumption of PBS

Gender differences have no impact on the selection of PBS

Awareness and healthy selection of PBS are critical factors that need to be focused

Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.

The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.

Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.

The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.

The purpose of this paper is to examine the influence of two potentially important antecedents of female Generation Y consumers’ attitudes towards beauty products. In particular, the impact of the media and groups is analysed through their influence on subjective norms.

Structural equation modelling analysis of moment structures was used to propose and test a research model by means of data from a substantial size of female Generation Y consumers.

The study’s results confirm that female Generation Y consumers have a favourable attitude towards beauty products and that this attitude is influenced by their subjective norms. Furthermore, the findings suggest that group influence, which includes the opinions of friends, family and peers and media influence both predict female Generation Y consumers’ favourable attitude towards beauty products via their influence on this segment’s subjective norms.

These results emphasise the strategic importance of incorporating subjective norms, together with media and group influence into beauty product marketing communication campaigns targeting female Generation Y consumers. Given that this generation is known to be prevalent users of social media and often consult online peer product reviews, such strategies should also be extended beyond traditional media platforms to include social media, particularly social media influencers and online product review platforms, thereby tapping into subjective norms and group influence.

This study contributes to understanding female Generation Y consumers’ attitudes towards beauty products, especially the combined influence of subjective norms and media and group influence on such attitudes.

El propósito de este trabajo es examinar la influencia de dos antecedentes potencialmente importantes de las actitudes de las consumidoras de la Generación Y hacia los productos de belleza. En concreto, se estudia la influencia de los medios de comunicación y de los grupos a través de su influencia en las normas subjetivas.

Se empleó el análisis de modelos de ecuaciones estructurales de estructuras de momento para proponer y probar un modelo de investigación mediante datos de un tamaño considerable de consumidoras de la Generación Y.

Los resultados del estudio confirman que las consumidoras de la Generación Y tienen una actitud favorable hacia los productos de belleza y que esta actitud está influenciada por sus normas subjetivas. Además, los resultados sugieren que la influencia del grupo, que incluye las opiniones de amigos, familiares y compañeros, y la influencia de los medios de comunicación predicen la actitud favorable de las consumidoras de la Generación Y hacia los productos de belleza a través de su influencia en las normas subjetivas de este segmento.

Estos resultados enfatizan la importancia estratégica de incorporar las normas subjetivas, junto con la influencia de los medios de comunicación y del grupo, en las campañas de comunicación de la comercialización de productos de belleza dirigidas a las consumidoras de la Generación Y. Dado que se sabe que esta generación es la usuaria habitual de los medios sociales y suele consultar en línea las revisiones de los productos, esas estrategias también deberían ampliarse más allá de las plataformas de los medios de comunicación tradicionales para incluir los medios sociales, en particular las personas que ejercen influencia en los medios sociales, y las plataformas de revisión de productos en línea, aprovechando así las normas subjetivas y la influencia del grupo.

Este estudio contribuye a comprender las actitudes de las consumidoras de la Generación Y respecto de los productos de belleza, especialmente la influencia combinada de las normas subjetivas y la influencia de los medios de comunicación y los grupos en esas actitudes.

摘要

本文旨在研究两个重要的潜在因素，对Y世代女性消费者对美容产品态度的影响。具体来说，是通过媒体和群体对主观规范的影响来进行分析。

本研究采用结构方程模型分析力矩结构，结合相当规模的Y世代女性消费者的数据，提出并检验研究模型。

研究结果证实，Y世代女性消费者对美容产品持积极态度，而且这种态度受到她们主观规范的影响。此外，研究结果表明，群体影响（包括朋友、家人和同伴的意见）和媒体影响都能通过对Y世代女性消费者主观规范的影响来预测她们对美容产品的好感度。

本文的研究结果强调了将主观规范和媒体、群体影响纳入针对Y世代女性消费者的美容产品营销传播活动的战略重要性。由于Y世代是社交媒体的普遍用户，并且经常查看其他用户评价，因此这种策略应该超越传统媒体平台，将社交媒体，特别是社交媒体网络红人和在线产品评论平台纳入其中，利用他们对消费者主观规范和群体的影响力。

本研究有助于了解Y世代女性消费者对美容产品的态度，特别是主观规范和媒体、群体对这种态度的综合影响。

The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.

The research model was assessed using data from a sample of 628 OBC users using partial least squares structural equation modelling (PLS-SEM).

The results show that brand trust positively affects repurchase intention and positive eWOM intention, both directly and indirectly through OBC trust. The total effect of brand trust on the results is greater than that of OBC trust.

This research contributes to marketing theory and practice by analysing the combined effect of OBC trust and brand trust on the consumer–brand relationship in the context of OBCs.

El objetivo de esta investigación es analizar los efectos de la confianza en la marca y la confianza en la comunidad online de marca en la intención de los miembros de la comunidad de recomprar dicha marca y de hablar bien electrónicamente (eWOM) sobre la misma.

El modelo de investigación fue evaluado usando datos de una muestra de 628 usuarios de comunidades online de marca, mediante un modelo de ecuaciones estructurales por el método de mínimos cuadrados parciales (PLS-SEM).

Los resultados muestran que la confianza en la marca afecta positivamente a la intención de recompra y al eWOM positivo, directa e indirectamente a través de la confianza en la comunidad. El efecto total de la confianza en la marca es mayor que el de la confianza en la comunidad.

Esta investigación contribuye a la teoría y práctica del marketing al analizar el efecto combinado de la confianza en la marca y en la comunidad online de marca, en las relaciones consumidor-marca.

The purpose of this paper is to attempt to outline the standard profile of the typical wine consumer, by identifying some relevant features that can influence his/her purchasing choices. Therefore, the purpose of the research is to identify the pre-eminent attributes for wine consumers and the different levels of importance that consumers ascribe to the attributes identified at the time of purchase.

In order to collect the necessary data, an ad hoc questionnaire was utilized. The questionnaire, which was anonymous, was directly distributed with the face-to-face method. In total, 1,500 copies of the questionnaire had been prepared. The data collected were processed through the use of the binary logistic regression model and the ordinal logistic regression model. The first binary logistic regression model allows to evaluate the dependence of the dichotomous variable on some potential predictors. The ordinal logistic regression model, known in literature as a cumulative model of proportional quotas, is generally appropriate for situations in which the ordinal response variable has discrete categories.

The results returned by the elaboration of the binary logistic regression model refer to the influence of the variables sex, age, educational status and income on the “wine consumption” result, which is a dichotomous variable. The only variables found to be statistically significant are gender and educational status. The most significant variables that emerged from the implementation of the ordinary logistic regression model are gender, brand, choice based on price, place of production, harvest and certification. The analysis carried out has shown that with reference to wine as a product, it is essential to focus on several attributes, among which there are of course quality and brand.

Although field experiments are extremely useful for testing behavioral hypotheses, they are often limited by a small sample. Future research in this area might focus on the knowledge level of sustainable wine of the consumer. In relation to the knowledge of the characteristics of the wine, it is possible to estimate the willingness to pay a surplus for a wine produced with sustainable methods by the consumer and the possible level of price premium.

The originality of the research lies mainly in a deeper knowledge of wine consumption trends. This information is useful to better define the wine market and to allow, especially to small businesses, to establish effective marketing strategies in relation to the real preferences of consumers and the decision-making process of choice put in place by them. In order to achieve this, the influence of all the variables on the “satisfaction of wine consumption” result was evaluated. The strength of this paper is the use of an adequate statistical approach based on the use of models, typical of inferential statistics, to reach conclusions that can be extended to the entire population of wine growers.

The purpose of this study is to provide an in-depth understanding of the B2B customers’ perspective regarding salespeople’s social media use.

The study adopts a qualitative approach based on semi-structured interviews with 26 key informants performing their job in customer role in various industries.

The authors inductively identify five themes regarding the B2B customers’ perspective of social media use in B2B selling. These themes allow for valuable implications for social selling activities and expected outcomes.

Against a growing body of literature on drivers, best practices and outcomes of social media use by B2B salespeople, less attention has been paid to the customer’s side. The authors extend current research by providing a more complete picture of social selling activities and expected outcomes.