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Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising

Jacobson, Camilla LU ; Katalin Abdallah, Loubna; Liasse, Djenane and Lund, Elisabet (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department of Business Administration
Abstract
Purpose: The purpose of this paper is to investigate how brand activism in advertisements
(specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind
the advertisement

Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data
were gathered from academic journals forming the foundation for the theoretical framework. Primary
data was collected through eighteen semi-structured interviews with men, helping us gain in-depth
insights into the effects of femvertising on the attitudes of men towards such advertisements and
brands pursuing such communications

Findings: The results of this paper indicate that men’s attitude towards brand image can be either
... (More)
Purpose: The purpose of this paper is to investigate how brand activism in advertisements
(specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind
the advertisement

Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data
were gathered from academic journals forming the foundation for the theoretical framework. Primary
data was collected through eighteen semi-structured interviews with men, helping us gain in-depth
insights into the effects of femvertising on the attitudes of men towards such advertisements and
brands pursuing such communications

Findings: The results of this paper indicate that men’s attitude towards brand image can be either
enhanced or abated, depending on the communication, authenticity and the inclusion of other both
genders

Research limitations/implications: The limitations of this study compromise of the sampling
(homogeneity and age) and the limited amount of advertisements explored. Future research should
try to validate the findings of this paper by using a larger sample group as well as examining more
advertisements

Practical implications: The presented study will give marketing practitioners an insight into the
effects of pursuing social activism and aspects to be cautious about

Originality/value: This paper is the first of its kind to investigate the males’ perception toward
femvertising and female empowerment in advertisements

Keywords: Brand image, brand activism, femvertising, attitudes toward advertisements (Aad),
attitudes toward brands (Ab)

Paper Type: Research Paper (Less)
Please use this url to cite or link to this publication:
author
Jacobson, Camilla LU ; Katalin Abdallah, Loubna; Liasse, Djenane and Lund, Elisabet
supervisor
organization
course
BUSN21 20182
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand image, brand activism, femvertising, attitudes toward advertisements (Aad), attitudes toward brands (Ab)
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8963765
date added to LUP
2018-12-03 13:52:24
date last changed
2018-12-03 13:52:24
@misc{8963765,
  abstract     = {Purpose: The purpose of this paper is to investigate how brand activism in advertisements
(specifically femvertising in this case) affects male consumers’ attitudes towards the brand behind
the advertisement

Methodology: The study is of qualitative nature, using primary and secondary data. Secondary data
were gathered from academic journals forming the foundation for the theoretical framework. Primary
data was collected through eighteen semi-structured interviews with men, helping us gain in-depth
insights into the effects of femvertising on the attitudes of men towards such advertisements and
brands pursuing such communications

Findings: The results of this paper indicate that men’s attitude towards brand image can be either
enhanced or abated, depending on the communication, authenticity and the inclusion of other both
genders

Research limitations/implications: The limitations of this study compromise of the sampling
(homogeneity and age) and the limited amount of advertisements explored. Future research should
try to validate the findings of this paper by using a larger sample group as well as examining more
advertisements

Practical implications: The presented study will give marketing practitioners an insight into the
effects of pursuing social activism and aspects to be cautious about

Originality/value: This paper is the first of its kind to investigate the males’ perception toward
femvertising and female empowerment in advertisements

Keywords: Brand image, brand activism, femvertising, attitudes toward advertisements (Aad),
attitudes toward brands (Ab)

Paper Type: Research Paper},
  author       = {Jacobson, Camilla and Katalin Abdallah, Loubna and Liasse, Djenane and Lund, Elisabet},
  keyword      = {Brand image,brand activism,femvertising,attitudes toward advertisements (Aad),attitudes toward brands (Ab)},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Femvertising and its effects on brand image: A study of men’s attitude towards brands pursuing brand activism in their advertising},
  year         = {2018},
}