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Gay-themed advertising in a cultural context

Dassen, Fleur Querida LU ; Hagander, Sofi LU and Vázquez Anido, Adrián LU (2019) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20192
Department of Business Administration
Abstract
Abstract

Aim: The purpose of this research is to investigate cultural differences in the perception of brand image when portraying gay lifestyle in advertising in Sweden and Spain.

Approach: This study is based on a qualitative approach. One round of focus groups has been conducted, with one group of Spanish participants and one group of Swedish participants. The insights of each group have been analyzed and discussed with the support of existing literature.

Findings: This research found that gay-themed advertising in combination with culture impacts the brand associations of values and user profile, as well as feelings towards a brand. Additionally, it was shown that gay-advertising does not necessarily affect usage situations... (More)
Abstract

Aim: The purpose of this research is to investigate cultural differences in the perception of brand image when portraying gay lifestyle in advertising in Sweden and Spain.

Approach: This study is based on a qualitative approach. One round of focus groups has been conducted, with one group of Spanish participants and one group of Swedish participants. The insights of each group have been analyzed and discussed with the support of existing literature.

Findings: This research found that gay-themed advertising in combination with culture impacts the brand associations of values and user profile, as well as feelings towards a brand. Additionally, it was shown that gay-advertising does not necessarily affect usage situations and personal experience definitions, which may be more related to prior (or lack of) brand experiences.

Originality/ value: The paper is first of its kind to investigate gay-themed advertising's impact on brand image among consumers in Sweden and Spain.

Limitations: Only one round of focus groups was made, which provides limited insights for the discussion. Besides, the focus groups were very homogeneous; more differences in age and educational background would provide a better picture of the countries. Furthermore, the cultures comparison was based on Hofstede, which has a static view of culture; Using more dynamic approaches in future research may give a better understanding of each culture nuances. To end with, the conclusions of this paper are based on contemporary definitions of the assessed cultures.

Keywords: Brand image, Brand feelings, Brand associations, Culture, Gay-themed advertising

Paper type: Research paper (Less)
Please use this url to cite or link to this publication:
author
Dassen, Fleur Querida LU ; Hagander, Sofi LU and Vázquez Anido, Adrián LU
supervisor
organization
course
BUSN21 20192
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand image, Brand feelings, Brand associations, Culture, Gay-themed advertising
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8998004
date added to LUP
2020-01-14 11:41:57
date last changed
2020-01-14 11:44:21
@misc{8998004,
  abstract     = {Abstract

Aim: The purpose of this research is to investigate cultural differences in the perception of brand image when portraying gay lifestyle in advertising in Sweden and Spain.

Approach: This study is based on a qualitative approach. One round of focus groups has been conducted, with one group of Spanish participants and one group of Swedish participants. The insights of each group have been analyzed and discussed with the support of existing literature.

Findings: This research found that gay-themed advertising in combination with culture impacts the brand associations of values and user profile, as well as feelings towards a brand. Additionally, it was shown that gay-advertising does not necessarily affect usage situations and personal experience definitions, which may be more related to prior (or lack of) brand experiences.

Originality/ value: The paper is first of its kind to investigate gay-themed advertising's impact on brand image among consumers in Sweden and Spain.

Limitations: Only one round of focus groups was made, which provides limited insights for the discussion. Besides, the focus groups were very homogeneous; more differences in age and educational background would provide a better picture of the countries. Furthermore, the cultures comparison was based on Hofstede, which has a static view of culture; Using more dynamic approaches in future research may give a better understanding of each culture nuances. To end with, the conclusions of this paper are based on contemporary definitions of the assessed cultures.

Keywords: Brand image, Brand feelings, Brand associations, Culture, Gay-themed advertising 

Paper type: Research paper},
  author       = {Dassen, Fleur Querida and Hagander, Sofi and Vázquez Anido, Adrián},
  keyword      = {Brand image,Brand feelings,Brand associations,Culture,Gay-themed advertising},
  language     = {eng},
  note         = {Student Paper},
  series       = {LBMG Strategic Brand Management - Masters Paper Series},
  title        = {Gay-themed advertising in a cultural context},
  year         = {2019},
}