Marknadsföring- till vilket pris som helst? The tiny fantasy and the much bigger reality
(2020) FEKH29 20192Department of Business Administration
- Abstract
- Title: Marknadsföring- till vilket pris som helst? The tiny fantasy and the much bigger reality
Seminar date: 2020-01-16
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Emelie Ljunggren, Hanna Lundstedt
Advisor: Nikos Macheridis
Key words: Purchase intention, body image, plus size, the thin body ideal, social responsibility
Purpose: The aim of this study is to investigate and analyze the fashion companies’ traditional use of the thin body ideal and how they are gradually integrating plus size models in their marketing. Furthermore, this study aims to clarify how this affects young women’s views on their own bodies and their self-esteem and, as a consequence,... (More) - Title: Marknadsföring- till vilket pris som helst? The tiny fantasy and the much bigger reality
Seminar date: 2020-01-16
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Emelie Ljunggren, Hanna Lundstedt
Advisor: Nikos Macheridis
Key words: Purchase intention, body image, plus size, the thin body ideal, social responsibility
Purpose: The aim of this study is to investigate and analyze the fashion companies’ traditional use of the thin body ideal and how they are gradually integrating plus size models in their marketing. Furthermore, this study aims to clarify how this affects young women’s views on their own bodies and their self-esteem and, as a consequence, their purchase intentions. Finally, it was also considered relevant to examine the role that corporate social responsibility is playing for the fashion companies.
Methodology: The study is a qualitative research method and based on twelve semi-structured interviews. An abductive approach was applied in the study and the authors chose to use a hermeneutic approach to optimize the qualitative outcome.
Theoretical perspectives: The theories that are considered to be relevant and that underpins the study are the social comparison theory, the theory of attraction, purchase intention, CSR and the legitimacy theory.
Empirical Foundation: The empirical material consists of twelve semi-structured interviews that have been analyzed by using the theories.
Conclusions: The study’s results show that fashion companies’ presentation of the thin body ideal has a
negative impact on women’s body image but a positive impact on their purchase intention. The increased presence of plus size models in fashion companies’ advertising has led to that young women experience a more positive body image. Furthermore, the results show that using both thin and plus size models allows more women to be able to relate, which will increase the total purchase intention. Finally, the companies’ social responsibility was considered relevant and had a significant role in this phenomenon. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9004583
- author
- Lundstedt, Hanna LU and Ljunggren, Emelie LU
- supervisor
- organization
- course
- FEKH29 20192
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Purchase intention, body image, plus size, the thin body ideal, social responsibility
- language
- Swedish
- id
- 9004583
- date added to LUP
- 2020-02-12 11:43:15
- date last changed
- 2020-02-12 11:43:15
@misc{9004583,
abstract = {{Title: Marknadsföring- till vilket pris som helst? The tiny fantasy and the much bigger reality
Seminar date: 2020-01-16
Course: FEKH29 Business administration: Degree Project in Marketing, Undergraduate Level, 15 credits
Authors: Emelie Ljunggren, Hanna Lundstedt
Advisor: Nikos Macheridis
Key words: Purchase intention, body image, plus size, the thin body ideal, social responsibility
Purpose: The aim of this study is to investigate and analyze the fashion companies’ traditional use of the thin body ideal and how they are gradually integrating plus size models in their marketing. Furthermore, this study aims to clarify how this affects young women’s views on their own bodies and their self-esteem and, as a consequence, their purchase intentions. Finally, it was also considered relevant to examine the role that corporate social responsibility is playing for the fashion companies.
Methodology: The study is a qualitative research method and based on twelve semi-structured interviews. An abductive approach was applied in the study and the authors chose to use a hermeneutic approach to optimize the qualitative outcome.
Theoretical perspectives: The theories that are considered to be relevant and that underpins the study are the social comparison theory, the theory of attraction, purchase intention, CSR and the legitimacy theory.
Empirical Foundation: The empirical material consists of twelve semi-structured interviews that have been analyzed by using the theories.
Conclusions: The study’s results show that fashion companies’ presentation of the thin body ideal has a
negative impact on women’s body image but a positive impact on their purchase intention. The increased presence of plus size models in fashion companies’ advertising has led to that young women experience a more positive body image. Furthermore, the results show that using both thin and plus size models allows more women to be able to relate, which will increase the total purchase intention. Finally, the companies’ social responsibility was considered relevant and had a significant role in this phenomenon.}},
author = {{Lundstedt, Hanna and Ljunggren, Emelie}},
language = {{swe}},
note = {{Student Paper}},
title = {{Marknadsföring- till vilket pris som helst? The tiny fantasy and the much bigger reality}},
year = {{2020}},
}