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Article
Publication date: 4 January 2021

Attitudes toward femvertising in the Middle East: the case of Lebanon

Samer Elhajjar

The purpose of this paper is to offer a clear understanding of the use of femvertising in Lebanon and its effects on consumers in general.

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Abstract

Purpose

The purpose of this paper is to offer a clear understanding of the use of femvertising in Lebanon and its effects on consumers in general.

Design/methodology/approach

Data was collected using an online survey questionnaire, administered to a random sample of 318 individuals. Structural equation modeling (SEM) was used to test the hypotheses.

Findings

Lebanese people positively perceive the implication of women empowerment in advertisement. Gender, trust in ads, support of women’s rights and feminist self-identification, all have an impact on consumer behavior toward femvertising. However, the educational level and age do not affect the attitudes toward femvertising.

Practical implications

The practical contributions of our research derive from the importance of our findings on the uniqueness of the knowledge and information in the Middle East region. The importance of increasing knowledge of gender roles and Marketing in the Middle East is highly related to the gender dynamics embedded within broader globalization debates.

Originality/value

While studies have been extensive on the utilization of femvertising as a marketing strategy, the contexts under which these studies have been published, are mainly focused in the West. Hence, the Middle East in general and Lebanon, in particular, has witnessed no comprehensive and serious research on the subject. Consequently, this study is considered important and a major step toward establishing a theoretical base and underpinnings on the subject of utilization of femvertising in brands’ marketing strategies.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JIMA-04-2020-0108
ISSN: 1759-0833

Keywords

  • Advertisement
  • Women empowerment
  • Femvertising
  • Gender marketing

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Article
Publication date: 4 April 2020

Consumer location and ad type preferences as predictors of attitude toward femvertising

Alan Abitbol and Miglena M. Sternadori

This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising…

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Abstract

Purpose

This purpose of this study was to investigate how consumers’ degree of rurality and preference for specific ad types are associated with their attitude toward femvertising (pro-female advertising).

Design/methodology/approach

An online survey of US-based respondents over 18 years of age was administered by Qualtrics Panels from February 7 to February 15, 2018. The final sample included 418 respondents.

Findings

The more urban the respondents’ location was, the more educated they were, leading to more support for gender equality but not a more positive attitude to femvertising. Liking of ads described as “funny,” “with a message” and “emotional” was associated with a more positive attitude toward femvertising.

Research limitations/implications

The findings were limited by the use of a convenience sample and the limited variance in participants’ rurality owing to the prevalence of respondents based in or near metropolitan areas. Future research should seek to understand how, if at all, femvertising has affected rather than only reflected social change across a variety of cultural settings.

Practical implications

Marketers can expect femvertising appeals to be relatively effective across the rural–urban divide. Femvertising campaigns should consider using or continue to use humor, inspiration/moral reasoning, and emotion in their messages.

Social implications

The relative lack of controversy surrounding femvertising indicates gender equality may be embraced across social divides, possibly because in the current economic environment, women’s empowerment is linked to monetary gains for both companies and households.

Originality/value

As the demand for companies to take a stance regarding socially charged issues increases, there is a critical need to understand the factors that impact consumer demand in the context of pro-female messaging. This study expands the literature on the effects of two such factors – rurality and ad type preferences – on attitudes toward advertising promoting egalitarian values. No previous research has investigated the role of these variables in cause-related marketing.

Details

Journal of Social Marketing, vol. 10 no. 2
Type: Research Article
DOI: https://doi.org/10.1108/JSOCM-06-2019-0085
ISSN: 2042-6763

Keywords

  • Feminism
  • Advertising
  • Gender equality
  • Rurality
  • Femvertising
  • Women's rights
  • Gender
  • Women’s empowerment
  • Types of ads

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Article
Publication date: 9 September 2019

Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising

Miglena Sternadori and Alan Abitbol

Existing research demonstrates that consumers prefer advertising that aligns with their values and beliefs but can also be distrustful of claims of corporate social…

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Abstract

Purpose

Existing research demonstrates that consumers prefer advertising that aligns with their values and beliefs but can also be distrustful of claims of corporate social responsibility. The purpose of this paper is to explore consumers’ perceptions of femvertising in relation to their worldview. Femvertising is defined as “advertising that employs pro-female talent, messages, and imagery to empower women and girls” (Skey, 2015).

Design/methodology/approach

A survey of US adults (n = 419) was used to investigate attitudes toward femvertising as they relate to gender, age, support for women’s rights, feminist self-identification, political affiliation and trust in advertising.

Findings

Structural equation modeling revealed several antecedents and consequences of attitude toward femvertising. The findings suggest that women’s rights supporters and self-identifying feminists seem highly receptive of femvertising.

Originality/value

Taken together, the findings clarify how femvertising can be an effective strategy for marketers and how it fits within the current advertising literature.

Details

Journal of Consumer Marketing, vol. 36 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/JCM-05-2018-2661
ISSN: 0736-3761

Keywords

  • Feminism
  • CSR
  • Femvertising
  • Trust in advertising
  • Support for women’s rights

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Article
Publication date: 2 November 2020

Luxury brands’ use of CSR and femvertising: the case of jewelry advertising

Stephanie A. Pankiw, Barbara J. Phillips and David E. Williams

Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in…

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Abstract

Purpose

Luxury brands seek to differentiate themselves from competitors by engaging in corporate social responsibility (CSR) practices. Although many luxury brands participate in CSR activities, it is unclear if luxury brands communicate these CSR activities to consumers. Therefore, this study aims to explore two questions: are luxury jewelry brands communicating CSR (including women’s empowerment) in their advertising? And how should luxury jewelry brands communicate CSR messages in their advertising?

Design/methodology/approach

This paper uses a content analysis of luxury jewelry print advertisements and in-depth interviews with 20 female jewelry consumers analyzed using grounded theory to construct the luxury brand CSR advertising strategies theory.

Findings

Very few (3%) of print advertisements contain CSR messages, including femvertising and the theory presents four paths for brands to consider when promoting CSR practices, namely, ethical sourcing, cause-related marketing product, a signal of product care and quality and signal of an authentic relationship with the consumer.

Practical implications

The model provides four potential CSR advertising strategies and guidelines luxury jewelry brands can use to create successful advertising campaigns.

Originality/value

Luxury jewelry advertising has not been empirically examined and the study fills gaps in the understanding of luxury brands’ communication strategies. It adds to the knowledge and theorizing of the use and appropriateness of CSR appeals in a luxury brand context.

Details

Qualitative Market Research: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/QMR-05-2020-0061
ISSN: 1352-2752

Keywords

  • Luxury
  • CSR
  • Advertising
  • Femvertising
  • Jewelry

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Article
Publication date: 12 December 2019

Woke-washing: “intersectional” femvertising and branding “woke” bravery

Francesca Sobande

This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept…

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Abstract

Purpose

This paper aims to explore how and why ideas regarding “intersectional” approaches to feminism and Black activism are drawn on in marketing content related to the concept of being “woke” (invested in addressing social injustices). It considers which subject positions are represented as part of this and what they reveal about contemporary issues concerning advertising, gender, race and activism.

Design/methodology/approach

This study involves an interpretive and critical discursive analysis of so-called feminist advertising (“femvertising”) and marketing examples that make use of Black social justice activist ideas.

Findings

Findings illuminate how marketing simultaneously enables the visibility and erasure of “intersectional”, feminist and Black social justice activist issues, with the use of key racialised and gendered subject positions: White Saviour, Black Excellence, Strong Black Woman (and Mother) and “Woke” Change Agent.

Research limitations/implications

This research signals how brands (mis)use issues concerning commercialised notions of feminism, equality and Black social justice activism as part of marketing that flattens and reframes liberationist politics while upholding the neoliberal idea that achievement and social change requires individual ambition and consumption rather than structural shifts and resistance.

Practical implications

This work can aid the development of advertising standards regulatory approaches which account for nuances of stereotypical representations and marketing’s connection to intersecting issues regarding racism and sexism.

Originality/value

This research outlines a conceptualisation of the branding of “woke” bravery, which expands our understanding of the interdependency of issues related to race, gender, feminism, activism and marketing. It highlights marketing responses to recent socio-political times, which are influenced by public discourse concerning movements, including Black Lives Matter and Me Too.

Details

European Journal of Marketing, vol. 54 no. 11
Type: Research Article
DOI: https://doi.org/10.1108/EJM-02-2019-0134
ISSN: 0309-0566

Keywords

  • Gender
  • Branding
  • Representation
  • Advertising
  • Intersectionality
  • Activism
  • Race
  • Feminism
  • Black Women
  • Blackness
  • Woke-washing

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Article
Publication date: 19 June 2020

A brave new world: embracing sexuality in advertising for apparel

Elika Kordrostami and Melika Kordrostami

In light of the recent shift in the US culture, this paper investigates the effectiveness of female sexual empowerment as ad appeal in the apparel industry.

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Abstract

Purpose

In light of the recent shift in the US culture, this paper investigates the effectiveness of female sexual empowerment as ad appeal in the apparel industry.

Design/methodology/approach

Study 1 aimed to understand consumers' reactions to female sexual empowerment in ads in terms of their attitudes toward the ad, attitudes toward the brand and purchase intention. Study 2 investigated the role of gender in perceptions of female sexual empowerment in ads.

Findings

This research establishes that consumers display positive attitudes toward female sexual empowerment in the apparel advertisement. These attitudes positively influence attitudes toward the brand, which in turn improve purchase intention. These effects are stronger for women than men.

Research limitations/implications

This research borrows from social power theory to reveal the impact of female sexual empowerment in ads in the apparel industry. Based on the theory of planned behavior, the findings also show that female sexual empowerment can have a positive impact on purchase intention through a serial mediation of attitude toward the ad and brand.

Practical implications

Marketers need to be aware of the impact of female sexual empowerment as ad appeal. Specifically, firms in the apparel industry could benefit from the positive effects of incorporating female sexual empowerment in their campaigns.

Originality/value

This research is the first to investigate the role of female sexual empowerment as ad appeal in improving consumers' responses to ads.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JFMM-08-2019-0183
ISSN: 1361-2026

Keywords

  • Female sexual empowerment
  • Sexual appeal
  • Femvertising
  • Planned behavior
  • Serial mediation
  • Moderated serial mediation
  • Fashion advertising
  • Social power

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Article
Publication date: 20 March 2017

The allure of the bottle as a package: an assessment of perceived effort in a packaging context

Magnus Söderlund, Jonas Colliander, John Karsberg, Karina T. Liljedal, Erik Modig, Sara Rosengren, Sofie Sagfossen, Stefan Szugalski and Nina Åkestam

This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of…

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Abstract

Purpose

This paper aims to assess the impact of perceived effort related to packaging on overall product evaluations. Perceived effort, defined as the consumer’s perceptions of how much manufacturer effort that lies behind an offer, is assumed to contribute to evaluations by signaling unobservable characteristics of an offer.

Design/methodology/approach

Three between-subjects experiments were conducted with soft drink bottles, which were subject to variation in perceived effort.

Findings

The results show that perceived effort was positively associated with overall evaluations. The results also show that the impact of perceived effort was mediated by product quality perceptions, which indicates that effort signals quality.

Originality/value

Perceived effort has to date not been examined in the packaging literature. The present findings thus imply that models of packaging characteristics and their impact on consumers would benefit from including the effort aspect.

Details

Journal of Product & Brand Management, vol. 26 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-12-2015-1065
ISSN: 1061-0421

Keywords

  • Packaging
  • Perceived effort
  • Product evaluations

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Article
Publication date: 23 August 2019

Influence of eWOM information on consumers’ behavioral intentions in mobile social networks: Evidence of Iran

Ehsan Abedi, Davood Ghorbanzadeh and Atena Rahehagh

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through…

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Abstract

Purpose

Today, consumers play an active role in creating, generating and distributing the electronic word of mouth (eWOM) independent of marketers. Customer acquisition through referrals and word of mouth (WOM) has thus become an important goal for firms. In addition, mobile social networks have created valuable opportunities for eWOM. People are now able to discuss products and services of brands with their friends and acquaintances. The purpose of this paper is to examine the influence of eWOM information on consumers’ behavioral intentions in mobile social networks.

Design/methodology/approach

This study employed the information adoption model (IAM), theory of reasoned action and social exchange theory to investigate the influence of eWOM information on consumers’ behavioral intentions in mobile social networks. The study used 394 respondents to evaluate the proposed model using SmartPLS software.

Findings

Results show that the quality and credibility of eWOM information has a positive direct effect on perceived information usefulness. Attitude toward eWOM information mediates the influence of perceived information usefulness on information adoption. Also, attitude toward eWOM information has a significant positive influence on behavioral intentions, such as purchase intention and forwarding of eWOM information. However, information adoption does not have any significant relationship with the forwarding of eWOM information.

Research limitations/implications

This study seeks to address the dearth of research in the field of mobile social networks, especially regarding eWOM information. The study proposes a new model and empirically validates the hypothesized relationships. This research can serve as a stepping-stone for future research in this field.

Practical implications

This research is one of the first studies focusing on the influence of eWOM information, especially in mobile social networks. The research offers comprehensive and empirically validated factors pertaining to eWOM information in mobile social networks. The results of this study may be useful also for practitioners and managers of online companies.

Originality/value

A new eWOM IAM in mobile social networks is proposed based on information characteristics and consumer behavior. The model is validated afterward.

Details

Journal of Advances in Management Research, vol. 17 no. 1
Type: Research Article
DOI: https://doi.org/10.1108/JAMR-04-2019-0058
ISSN: 0972-7981

Keywords

  • Electronic word of mouth
  • Behavioural intentions
  • Information adoption model
  • Mobile social networks

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Article
Publication date: 3 December 2018

Instagram: its influence to psychologically empower women

Hernan Eduardo Riquelme, Rosa Rios and Noura Al-Thufery

The purpose of this paper is to investigate whether posting on Instagram contributes to empowerment and through what mechanisms.

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Abstract

Purpose

The purpose of this paper is to investigate whether posting on Instagram contributes to empowerment and through what mechanisms.

Design/methodology/approach

A sample of 372 women instagrammers from Kuwait participated in the survey. LISREL 8.2 was used to perform confirmatory factor analysis and structural equation modeling, employing the maximum likelihood estimation method.

Findings

Instagram posts have direct and indirect effects on psychological empowerment. The indirect effect appears through two perceptual mechanisms: sense of self-efficacy and sense of community (SOC). The former provides women with a sense of mastery and control and the latter gives them the perception of belonging to a community that equips individual participants with a collective efficacy. Of the two mechanisms, the SOC plays a more significant role in creating psychological empowerment. Having a sense of virtual community, as opposed to participating in real ones, can act as catalyst in creating empowerment.

Originality/value

This study investigates the impact of a recent new technology, namely, Instagram, in regions where women are marginalized for generations. Instagram is important, because images, photo captions, short texts and hashtags are vital elements of communication in the present day. Furthermore, women are twice as likely to think highly of a brand that makes an empowering ad and are more likely to share, comment and like the ads.

Details

Information Technology & People, vol. 31 no. 6
Type: Research Article
DOI: https://doi.org/10.1108/ITP-03-2017-0079
ISSN: 0959-3845

Keywords

  • Perceptions
  • Gender
  • Digital divide
  • Electronic mediated environment
  • Collective efficacy

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Article
Publication date: 28 December 2020

Brand bravery: conceptualization, scale development and validation

Kokil Jain, Isha Jajodia, Piyush Sharma and Gurinder Singh

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to…

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Abstract

Purpose

Brands today operate in a dynamic business environment, which often requires them to take courageous actions, from taking a stand on controversial issues to responding to changing market needs. However, these actions are not merely strategic but also represent a unique aspect of the brands’ identity, which includes holding up to their core values and being resilient to social pressure. To better understand this positive virtue, the current study introduces the concept of brand bravery – a novel brand archetype that emulates the brand’s distinct identity. This study aims to conceptualize brand bravery and develop a psychometrically sound scale to measure it and investigate its relationship with positive brand relationship outcomes.

Design/methodology/approach

Two qualitative studies were conducted to identify the dimensions of perceived brand bravery. Three empirical studies develop and validate the proposed measurement scale and confirm the construct’s nomological validity by proposing a framework that explains the outcomes of perceived brand bravery.

Findings

Results from multiple studies support a seven-factor second-order reflective scale of perceived brand bravery, with dimensions altruism, bold, courageous, determined, enduring, fearless and gritty. The construct of brand bravery is found discriminant from other conceptually distinct but related brand attributes. Nomological validity tests further suggest that perceived brand bravery leads to positive consumer-related outcomes such as brand advocacy behaviors, positive attitude and consumer brand identification.

Practical implications

Brand bravery provides a vital roadmap to marketers who have sought to create a leading brand that can stay relevant in times of disruption. The multi-factor scale can help managers track, which dimension of the brand bravery scale is more relevant for shaping overall bravery perception.

Originality/value

The study introduces a novel brand attribute that has not been previously discussed beyond social and moral psychology literature. It conceptualizes brand bravery that will strengthen the understanding of this specific brand characteristic and provides a practical scale to measure brand bravery.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
DOI: https://doi.org/10.1108/JPBM-04-2020-2879
ISSN: 1061-0421

Keywords

  • Brand advocacy
  • Scale development and validation
  • Brand bravery
  • Consumer brand identification

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