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Article
Publication date: 7 June 2022

Nina Michaelidou, Nikoletta Theofania Siamagka, Leonidas Hatzithomas and Luciana Chaput

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

Abstract

Purpose

The purpose of this study is to examine how luxury and non-luxury brands portray women in social media advertising shedding light on their femvertising practices.

Design/methodology/approach

Quantitative content analysis and multiple correspondence analysis are used to examine female representations in the advertising of personal care products on social media. The sample includes brand posts from 15 brands on two social media platforms.

Findings

The results demonstrate that non-luxury brands use femvertising to a greater extent compared to luxury brands. In particular, this study shows that luxury brands rely more on stereotyped gender expressions and use more sexualisation in their advertising, relative to non-luxury brands.

Research limitations/implications

This study provides an analysis of luxury and non-luxury brands’ femvertising practices on social media. In doing so, this study extends the study of femvertising to the context of luxury and social media, which is currently underexplored. In terms of practical implications, this study sheds light on the extent of the application of femvertising across luxury and non-luxury brands on social media.

Practical implications

The findings drive a number of suggestions for luxury marketers, including the use of more independent gender roles and more racial diversity in their social media advertising and the lessening of unrelated sexuality.

Originality/value

To the best of the authors’ knowledge, this study is the first to compare femvertising practices of luxury and non-luxury brands on social media, delineating different facets of femvertising (e.g. gender roles, diversity, etc.) and extending scholarly understanding of the possible facets of this concept.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 10 April 2017

George Balabanis and Nikoletta-Theofania Siamagka

Despite the well-established impact of consumer ethnocentrism (CET) on purchase intentions, extant literature offers limited evidence on actual purchase behaviour. The…

4064

Abstract

Purpose

Despite the well-established impact of consumer ethnocentrism (CET) on purchase intentions, extant literature offers limited evidence on actual purchase behaviour. The purpose of this paper is to address the gap by investigating the factors underlying variations in CET behaviour using reported brand purchases. Product category, product cost and visibility, brand and country of origin (COO) of purchased products are investigated for their impact on the differences in the behavioural effects of CET.

Design/methodology/approach

This study uses survey data collected in the USA from a sample of 468 consumers. Self-reported brand purchases are used and involve ten product categories, 432 brands, and 22 countries of origin. Logistic regressions for repeated measures are used to test the hypotheses formulated.

Findings

The results confirm that product category is an important determinant of the behavioural effects of CET. CET also has a significant impact on purchases of the most expensive product categories rather than frequently purchased convenient items. Contrary to existing empirical evidence, cultural similarity does not mitigate the negative effects of CET and product visibility does not strengthen the behavioural effect of CET.

Practical implications

The study results should enhance managers’ understanding of the determinants of ethnocentric behaviour. The results caution managers about the value of self-reported measures and indicate that product features other than COO may be more effective in mitigating the negative effects of CET.

Originality/value

This study contributes to extant literature on CET and COO by investigating, for the first time, the problem of inconsistent predictions of purchase behaviour in the context of foreign vs domestic brands. For this purpose, the study adopted a novel methodological approach to investigate actual brand purchases.

Details

International Marketing Review, vol. 34 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 11 May 2015

Nikoletta-Theofania Siamagka, George Christodoulides and Nina Michaelidou

The extant literature highlights the significant role of brand perceptions in buying behavior and brand equity. Despite the importance of brand perceptions and the…

1410

Abstract

Purpose

The extant literature highlights the significant role of brand perceptions in buying behavior and brand equity. Despite the importance of brand perceptions and the proliferation of online brands, research in an online context is still scarce. The purpose of this paper is to address this gap by investigating the effect of positive and negative comparative affective states (online vs offline) on online brand perceptions. Consistent with existing evidence, highlighting the role of culture on brand perceptions and affective states, this research is conducted in a cross-national setting to identify the stability of the hypothesized relationships among countries.

Design/methodology/approach

The study uses consumer survey data from five countries (UK, USA, Australia, Canada and China). After imposing metric and factor variance invariance, we used multi-group CFA to test the hypotheses regarding the impact of positive and negative comparative affective states on online brand perceptions across the five countries in the sample.

Findings

The results show that positive comparative affective states have a significant and positive impact on online brand perceptions across the countries studied, although the impact size varies by country. The findings also show that negative comparative affective states, which are context-specific and not induced by any particular brand, have no effect on online brand perceptions across the country samples.

Practical implications

Managers can use the findings reported in this research to inform their branding strategies. For instance, managers may focus on triggering feelings of comfort online as these lead to more favorable online brand perceptions rather than on supressing feelings of caution, as the latter do not directly impact online brand perceptions.

Originality/value

The study builds on and extends the recent work of Christodoulides et al. (2013) by focussing on online brand perceptions and looking into the role of affective states in a cross-national setting.

Details

International Marketing Review, vol. 32 no. 3/4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 20 April 2015

Nina Michaelidou, Milena Micevski and Nikoletta Theofania Siamagka

– This paper aims to examine consumers’ non-profit brand image, brand typicality and past behaviour as determinants of intention to donate to two children charity brands.

1809

Abstract

Purpose

This paper aims to examine consumers’ non-profit brand image, brand typicality and past behaviour as determinants of intention to donate to two children charity brands.

Design/methodology/approach

Data for this study were obtained from two separate studies via a questionnaire, both in the context of two children charities, one for Barnardo’s and the other for BBC Children in Need charity. A theoretical model is developed, tested and compared across the two charity brands.

Findings

Findings highlight that different factors influence intentions to donate time and money according to the charity brand. Brand typicality is a key determinant of time donations, while the impact of non-profit brand image dimensions on time and money donations differs across the two charities. Past behaviour affects intentions to donate money in both charities but impacts time donations in only one of the two charities investigated.

Research limitations/implications

The study examines specific dimensions of non-profit brand image across two different charity brands and offers theoretical insights about the value of brand image in a non-for profit context in shaping consumer outcomes (i.e. consumer intentions to donate).

Originality/value

The study sheds further light into the notion of typicality put forward by Michel and Rieunier (2012) for two children’s charity brands that differ in terms of their strength and income levels and examined past behaviour as a determinant to donate to charity brands.

Details

Journal of Product & Brand Management, vol. 24 no. 2
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 8 February 2013

George Christodoulides, Nina Michaelidou and Nikoletta Theofania Siamagka

The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for…

2150

Abstract

Purpose

The role of affective states in consumer behaviour is well established. However, no study to date has examined online affective states empirically as a basis for constructing typologies of internet users and for assessing the invariance of clusters across national cultures. This paper aims to address this issue.

Design/methodology/approach

Four focus groups were carried out with internet users to adapt a set of affective states identified from the literature to the online environment. An online survey was then designed to collect data from internet users in four Western and four East Asian countries.

Findings

Based on a cluster analysis, six cross‐national market segments are identified and labelled “Positive Online Affectivists”, “Offline Affectivists”, “On/Off‐line Negative Affectivists”, “Online Affectivists”, “Indistinguishable Affectivists”, and “Negative Offline Affectivists”. The resulting clusters discriminate on the basis of national culture, gender, working status and perceptions towards online brands.

Practical implications

Marketers may use this typology to segment internet users in order to predict their perceptions towards online brands. Also, a standardised approach to e‐marketing is not recommended on the basis of affective state‐based segmentation.

Originality/value

This is the first study proposing affective state‐based typologies of internet users using comparable samples from four Western and four East Asian countries.

Details

European Journal of Marketing, vol. 47 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

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