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Is female empowerment always good?

Sandberg, Johanna LU ; Persson, Amanda LU and Friman, Victoria LU (2022) BUSN21 20222
Department of Business Administration
Abstract
Abstract
Purpose: The purpose is to explore how consumer attitude are influenced by the use of female empowerment as part of a company's brand building process.
Methodology: A qualitative case study, using focus group interviews. The paper has directed its focus towards the online D2C brands Estrid and Stronger. The focus groups consisted of the brands’ main target group, women aged 20-25.
Findings: The authors propose that brands can generally enjoy a positive brand attitude when brands’ challenge current female norms. However, differences can be observed between the chosen brands. Modest negative change is observed in the brand attitude after information about ownership structure is presented to consumers. The brand message is still... (More)
Abstract
Purpose: The purpose is to explore how consumer attitude are influenced by the use of female empowerment as part of a company's brand building process.
Methodology: A qualitative case study, using focus group interviews. The paper has directed its focus towards the online D2C brands Estrid and Stronger. The focus groups consisted of the brands’ main target group, women aged 20-25.
Findings: The authors propose that brands can generally enjoy a positive brand attitude when brands’ challenge current female norms. However, differences can be observed between the chosen brands. Modest negative change is observed in the brand attitude after information about ownership structure is presented to consumers. The brand message is still perceived as important and a driving factor of attitude, however, the brand's genuineness can be questioned.
Practical implications: Managers need to recognize how female empowering messages affect consumer attitudes. The research shows how female empowerment and norm challenging messages used by brands can impact brand attitude positively. Further, the impact of a company’s ownership structure has an evident effect on how consumers’ perceive the given brand in terms of genuineness.
Original/value: During recent years, studies have been exploring ownership structure in relation to gender diversity within companies. Less research has examined the gap between ownership structure and companies that build their brand upon female empowerment. Both internal and external forces drive CSR decisions, and it is therefore important to understand what the ownership structure looks like, since the shareholders have to be aligned with the brand’s core values in order for it to succeed. (Less)
Please use this url to cite or link to this publication:
author
Sandberg, Johanna LU ; Persson, Amanda LU and Friman, Victoria LU
supervisor
organization
course
BUSN21 20222
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Keywords: femvertising, femwashing, brand communication, brand attitude, brand building process, female empowerment and ownership structure.
language
English
id
9101896
date added to LUP
2022-11-08 11:20:53
date last changed
2022-11-08 11:20:53
@misc{9101896,
  abstract     = {{Abstract
Purpose: The purpose is to explore how consumer attitude are influenced by the use of female empowerment as part of a company's brand building process. 
Methodology: A qualitative case study, using focus group interviews. The paper has directed its focus towards the online D2C brands Estrid and Stronger. The focus groups consisted of the brands’ main target group, women aged 20-25. 
Findings: The authors propose that brands can generally enjoy a positive brand attitude when brands’ challenge current female norms. However, differences can be observed between the chosen brands. Modest negative change is observed in the brand attitude after information about ownership structure is presented to consumers. The brand message is still perceived as important and a driving factor of attitude, however, the brand's genuineness can be questioned. 
Practical implications: Managers need to recognize how female empowering messages affect consumer attitudes. The research shows how female empowerment and norm challenging messages used by brands can impact brand attitude positively. Further, the impact of a company’s ownership structure has an evident effect on how consumers’ perceive the given brand in terms of genuineness. 
Original/value: During recent years, studies have been exploring ownership structure in relation to gender diversity within companies. Less research has examined the gap between ownership structure and companies that build their brand upon female empowerment. Both internal and external forces drive CSR decisions, and it is therefore important to understand what the ownership structure looks like, since the shareholders have to be aligned with the brand’s core values in order for it to succeed.}},
  author       = {{Sandberg, Johanna and Persson, Amanda and Friman, Victoria}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Is female empowerment always good?}},
  year         = {{2022}},
}