Pub Date : 2023-05-15DOI: 10.1080/20932685.2023.2197919
Tammy R. Kinley, Sanjukta A. Pookulangara, B. Josiam, D. Spears, Kirti Dutta
ABSTRACT The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.
{"title":"Bollywood influence on clothing selection of Indian consumers","authors":"Tammy R. Kinley, Sanjukta A. Pookulangara, B. Josiam, D. Spears, Kirti Dutta","doi":"10.1080/20932685.2023.2197919","DOIUrl":"https://doi.org/10.1080/20932685.2023.2197919","url":null,"abstract":"ABSTRACT The purpose of this study was to examine the influence of Indian (Bollywood) movie engagement on fashion involvement and purchase behavior of Indian consumers who reside in India. Specifically, the study examined the influence of Bollywood movies on fashion purchases and personal appearance of Indian consumers. Survey data collected from 1,058 Indian adults via a convenience sample in a major city using the mall intercept technique found that stronger Bollywood engagement was significantly related to fashion involvement generally. More specifically, Bollywood engagement was found to influence clothing selection, clothing purchase, and hairstyles. The effect was stronger for male participants. In the crowded space for customer attention, findings from this study indicate that Bollywood movies can be a strong promotional vehicle to reach consumers beyond overt brand placement. The participants in this study found clothing style inspiration on the big screen as well as a way to satisfy cultural pressure to adhere to traditional dress while adopting the appearance and implied persona of a Western-influenced lifestyle.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43555446","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2200815
Concha Pérez Curiel, Jorge Zarauza Castro, Ana Velasco Molpeceres
ABSTRACT Research on race and gender stereotypes in the field of cinema and fashion highlights the dysfunction of the social discourse of inclusivity and diversity. The international Red Carpet events continue to reproduce a model of femininity and masculinity according to the traditional canon of beauty, but specialized fashion magazines show a certain tendency to change, that reopen the debate about their role in equality. The symbiosis of both scenarios requires knowing what are the beauty codes and gender stereotypes that identify movie stars in the red carpets and checking to what extent fashion magazines evolve and conveys the message of inclusiveness. The coverage of US Vogue of four red carpets is analysed with the content analysis methodology and then interpreted by a panel of experts. The results show the presence of a stereotyped image of beauty, with the influence and marketing of luxury brands and celebrities, as well as the primacy and continuity of a canon traditional gender binary that identifies women’s fashion magazines. It remains to be seen if, in future red carpets, a more defined trend towards diversity is glimpsed, which also favours a change in strategy in the communication of brands and fashion magazines.
{"title":"Fashion, cinema and marketing: An exploratory study of diversity and stereotyping on the red carpets in US Vogue","authors":"Concha Pérez Curiel, Jorge Zarauza Castro, Ana Velasco Molpeceres","doi":"10.1080/20932685.2023.2200815","DOIUrl":"https://doi.org/10.1080/20932685.2023.2200815","url":null,"abstract":"ABSTRACT Research on race and gender stereotypes in the field of cinema and fashion highlights the dysfunction of the social discourse of inclusivity and diversity. The international Red Carpet events continue to reproduce a model of femininity and masculinity according to the traditional canon of beauty, but specialized fashion magazines show a certain tendency to change, that reopen the debate about their role in equality. The symbiosis of both scenarios requires knowing what are the beauty codes and gender stereotypes that identify movie stars in the red carpets and checking to what extent fashion magazines evolve and conveys the message of inclusiveness. The coverage of US Vogue of four red carpets is analysed with the content analysis methodology and then interpreted by a panel of experts. The results show the presence of a stereotyped image of beauty, with the influence and marketing of luxury brands and celebrities, as well as the primacy and continuity of a canon traditional gender binary that identifies women’s fashion magazines. It remains to be seen if, in future red carpets, a more defined trend towards diversity is glimpsed, which also favours a change in strategy in the communication of brands and fashion magazines.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48709794","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2198249
Saheli Goswami, Geetika Jaiswal
ABSTRACT This research investigated how fashion corporations’ paltering-based deceptive marketing, specifically related to corporate social responsibility (CSR), might influence consumers. Specifically, it investigated if it evokes hypocrisy perceptions to influence consumers’ purchase decisions and how the mediating roles of consumer-corporation-relationship and consumer-based corporate-reputation can explain such influences. Using a two-factor online experiment (paltering x message replications), data were collected from 252 US consumers. PROCESS results indicated that CSR-paltering positively evoked hypocrisy and, in turn, dampened consumer-corporation-relationship and corporate-reputation. Such hypocrisy significantly reduced purchase-intentions, but only when mediated through consumer-corporation-relationship. No significant negative relationships between deception and purchase-intentions were observed when mediated by hypocrisy alone or combined with corporate-reputation. Additionally, paltering directly influenced relational and reputational evaluations. The novelty of this research lies in its focus on paltering-based deception, prevalent within the fashion industry, and how technically true yet misleading CSR marketing influences consumers. This study also responds to the urgent scholarly calls for investigating deception’s role in consumers’ hypocrisy and adds how this new type of deception is also an attributing factor. Further, it provides corporations insight into how CSR paltering, despite its technically true information, can damage consumers’ relational and reputational attachments and their behavioral intentions if discovered.
{"title":"Lying by telling the truth – the risks of deception by paltering and hypocrisy in corporate social responsibilities context","authors":"Saheli Goswami, Geetika Jaiswal","doi":"10.1080/20932685.2023.2198249","DOIUrl":"https://doi.org/10.1080/20932685.2023.2198249","url":null,"abstract":"ABSTRACT This research investigated how fashion corporations’ paltering-based deceptive marketing, specifically related to corporate social responsibility (CSR), might influence consumers. Specifically, it investigated if it evokes hypocrisy perceptions to influence consumers’ purchase decisions and how the mediating roles of consumer-corporation-relationship and consumer-based corporate-reputation can explain such influences. Using a two-factor online experiment (paltering x message replications), data were collected from 252 US consumers. PROCESS results indicated that CSR-paltering positively evoked hypocrisy and, in turn, dampened consumer-corporation-relationship and corporate-reputation. Such hypocrisy significantly reduced purchase-intentions, but only when mediated through consumer-corporation-relationship. No significant negative relationships between deception and purchase-intentions were observed when mediated by hypocrisy alone or combined with corporate-reputation. Additionally, paltering directly influenced relational and reputational evaluations. The novelty of this research lies in its focus on paltering-based deception, prevalent within the fashion industry, and how technically true yet misleading CSR marketing influences consumers. This study also responds to the urgent scholarly calls for investigating deception’s role in consumers’ hypocrisy and adds how this new type of deception is also an attributing factor. Further, it provides corporations insight into how CSR paltering, despite its technically true information, can damage consumers’ relational and reputational attachments and their behavioral intentions if discovered.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49332457","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2197920
Swagata Chakraborty, A. Sadachar
ABSTRACT We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality; (ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality; (ii) both COVID-stress and spirituality positively influence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity; (iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self-transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic.
{"title":"Spirituality bestowing self-transcendence amid COVID-19 through slow fashion","authors":"Swagata Chakraborty, A. Sadachar","doi":"10.1080/20932685.2023.2197920","DOIUrl":"https://doi.org/10.1080/20932685.2023.2197920","url":null,"abstract":"ABSTRACT We proposed and tested a conceptual model exploring how (i) COVID-stress evokes spirituality; (ii) COVID-stress and spirituality engender positive attitude toward the different dimensions of slow fashion (i.e. equity, authenticity, functionality, localism, and exclusivity) as a symbol of self-transcendence and (iii) spirituality mediates the relationships between COVID-stress and the different dimensions of slow fashion. We conducted an online survey in Amazon Mechanical Turk (n = 317) and analyzed the data through structural equation modeling. (i) COVID-stress positively influences spirituality; (ii) both COVID-stress and spirituality positively influence attitude toward slow fashion in terms of equity, authenticity, localism, and exclusivity; (iii) spirituality mediates the relationships between COVID-stress and all the dimensions of slow fashion except for functionality. Due to the fast-changing situations amid the pandemic and the uneven severity of the pandemic globally, a cross-sectional study may have limited the scope for capturing nuances of retail consumer behavior. In summary, we suggest that the consumption of slow fashion apparel as a symbol of self-transcendence may help consumers cope with COVID-stress in the hope of building spiritual ties with a higher power through the process of ethical consumption amid the pandemic.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44833184","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2183876
Teresa Sádaba, Carmen Azpurgua, Pedro Mir Bernal, Patricia Sanmiguel
ABSTRACT Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.
{"title":"Fashion empowering women: Sterotypes in the TV dramedy series House of Cards, Suits and Emily in Paris","authors":"Teresa Sádaba, Carmen Azpurgua, Pedro Mir Bernal, Patricia Sanmiguel","doi":"10.1080/20932685.2023.2183876","DOIUrl":"https://doi.org/10.1080/20932685.2023.2183876","url":null,"abstract":"ABSTRACT Fashion has showed a double face in its relationship with women and power. According with some feminist frameworks, fashion was something women need to release in a male-dominated structure. A new wave of authors claims for a power dressing approach, where fashion is a tool to define the new role of women in society. The study here contributes to this debate through the analysis of fashion in TV series. Representation of women in television series is feeding the women position in society and has already generated an interesting academic corpus. Analyzing power dressing elements in 130 fashion looks of 3 women boss characters (Claire Underwood in House of Cards, Sylvie Grateau in Emily in Paris and Jessica Pearson in Suits), a new stereotype of women is recognized. The study includes a qualitative analysis to understand the context of fashion functions in those series. The analysis concludes with three main uses of fashion in dramedy series: fashion to develop powerful characters; fashion to generate engagement with the audience; and fashion as a commercial tool. The study shows how fashion has become a key element for successful television series.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43477861","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1080/20932685.2023.2201251
E. Karpova, Kelly L. Reddy-Best, Farimah Bayat
{"title":"Developing a typology of sustainable apparel consumer: An application of grounded theory","authors":"E. Karpova, Kelly L. Reddy-Best, Farimah Bayat","doi":"10.1080/20932685.2023.2201251","DOIUrl":"https://doi.org/10.1080/20932685.2023.2201251","url":null,"abstract":"","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43507753","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/20932685.2023.2180768
Jinsu Park, N. Kim
{"title":"Examining self-congruence between user and avatar in purchasing behavior from the metaverse to the real world","authors":"Jinsu Park, N. Kim","doi":"10.1080/20932685.2023.2180768","DOIUrl":"https://doi.org/10.1080/20932685.2023.2180768","url":null,"abstract":"","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44605425","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-03DOI: 10.1080/20932685.2022.2085598
Baoru Ge, N. Shaari
ABSTRACT Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the most attractive to consumers. This study uses Exploratory Sequential Mixed Method combined with Kansei Engineering. First, in the phase of qualitative data collection, through interviews and documents, researchers collect 90 subjective evaluative adjectives (Kansei Words). Second, in the phase of quantitative survey research, through questionnaires, card sorting, hierarchical cluster and quick cluster, researchers got Kansei semantical space and established four evaluation dimensions: utility evaluation, symbolic evaluation, design evaluation, and occasion evaluation. Finally, in Kansei semantical space and evaluation dimensions, the final 15 Kansei Words that consumers are most interested in are gotten to optimize the online title. That is, this study finds evaluative adjectives consumers are most interested in through Kansei Engineering. Based on this, consumers’ preferences can be found, and product titles can be optimized to increase sales. Besides, through the research process of Kansei Engineering and Exploratory Sequential Mixed Method, this study provided methodological references for other clothing research categories about consumers’ preferences.
{"title":"Optimize the online shopping title of men’s plain-color shirts in e-commerce based on Kansei Engineering","authors":"Baoru Ge, N. Shaari","doi":"10.1080/20932685.2022.2085598","DOIUrl":"https://doi.org/10.1080/20932685.2022.2085598","url":null,"abstract":"ABSTRACT Online shopping sales of men’s plain-color shirts have fallen in China. Improving the quality of shirts’ online titles can effectively increase click-through rates and transaction rates. The subjective evaluative adjectives (Kansei Words) in the online titles for styling and color design are the most attractive to consumers. This study uses Exploratory Sequential Mixed Method combined with Kansei Engineering. First, in the phase of qualitative data collection, through interviews and documents, researchers collect 90 subjective evaluative adjectives (Kansei Words). Second, in the phase of quantitative survey research, through questionnaires, card sorting, hierarchical cluster and quick cluster, researchers got Kansei semantical space and established four evaluation dimensions: utility evaluation, symbolic evaluation, design evaluation, and occasion evaluation. Finally, in Kansei semantical space and evaluation dimensions, the final 15 Kansei Words that consumers are most interested in are gotten to optimize the online title. That is, this study finds evaluative adjectives consumers are most interested in through Kansei Engineering. Based on this, consumers’ preferences can be found, and product titles can be optimized to increase sales. Besides, through the research process of Kansei Engineering and Exploratory Sequential Mixed Method, this study provided methodological references for other clothing research categories about consumers’ preferences.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47747329","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-15DOI: 10.1080/20932685.2023.2186462
Manqian Wang, Eunyoung Kim, Bo Du
ABSTRACT This study examines whether art-derived design can be used as an effective approach to promote the inconspicuous consumption of fashion bags. As there is a strong correlation between inconspicuous consumption and brand image, the study classified how brand image is presented in bags to analyze the relationship between brand image, art-derived design methods, and brand groups through a chi-squared test; 87 bag designs from 19 fashion brands and 46 artists and art institutions were selected as a sample. The brands included were divided into three categories: accessible core brands, affordable luxury brands, and mass fashion brands. The accessible core brands outperformed the other two brand groups in terms of maintaining a prominent brand image. Analyzing the ages of art-derived bags also demonstrated that fashion – art collaboration has been on the rise in recent years. And the stronger the artistry of the bag, the less prominent the brand image, which means that the importance of artistic image expression goes beyond the brand image. This analysis result demonstrates that art-derived designs not only help to enhance the commercial value of fashion brands but can also be used as an effective design method to promote the inconspicuous consumption of fashion bags.
{"title":"Art-derived designs promote the inconspicuous consumption of fashion bags","authors":"Manqian Wang, Eunyoung Kim, Bo Du","doi":"10.1080/20932685.2023.2186462","DOIUrl":"https://doi.org/10.1080/20932685.2023.2186462","url":null,"abstract":"ABSTRACT This study examines whether art-derived design can be used as an effective approach to promote the inconspicuous consumption of fashion bags. As there is a strong correlation between inconspicuous consumption and brand image, the study classified how brand image is presented in bags to analyze the relationship between brand image, art-derived design methods, and brand groups through a chi-squared test; 87 bag designs from 19 fashion brands and 46 artists and art institutions were selected as a sample. The brands included were divided into three categories: accessible core brands, affordable luxury brands, and mass fashion brands. The accessible core brands outperformed the other two brand groups in terms of maintaining a prominent brand image. Analyzing the ages of art-derived bags also demonstrated that fashion – art collaboration has been on the rise in recent years. And the stronger the artistry of the bag, the less prominent the brand image, which means that the importance of artistic image expression goes beyond the brand image. This analysis result demonstrates that art-derived designs not only help to enhance the commercial value of fashion brands but can also be used as an effective design method to promote the inconspicuous consumption of fashion bags.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46385932","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-03-02DOI: 10.1080/20932685.2023.2176902
Minjung Park, Jayoung Koo, Do Yuon Kim
ABSTRACT This research examined luxury brands’ women empowerment advertising (femvertising) on social media. The study found that the authenticity of the message mediates the positive relationship between message concreteness and a) brand attitude and b) intention to support women empowerment campaign. The results also showed that consumers with high (vs. low) involvement with women empowerment tend to be more receptive to femvertising regardless of the concreteness of the message and have more positive brand attitude and value perceptions (i.e. uniqueness and social) of femvertising of luxury brands. Consumers with low involvement in women empowerment have higher uniqueness and social value perceptions when luxury advertising without any women empowerment message was shown (vs. femvertising). This research provides important implications of luxury brands’ femvertising.
{"title":"Femvertising of luxury brands: Message concreteness, authenticity, and involvement","authors":"Minjung Park, Jayoung Koo, Do Yuon Kim","doi":"10.1080/20932685.2023.2176902","DOIUrl":"https://doi.org/10.1080/20932685.2023.2176902","url":null,"abstract":"ABSTRACT This research examined luxury brands’ women empowerment advertising (femvertising) on social media. The study found that the authenticity of the message mediates the positive relationship between message concreteness and a) brand attitude and b) intention to support women empowerment campaign. The results also showed that consumers with high (vs. low) involvement with women empowerment tend to be more receptive to femvertising regardless of the concreteness of the message and have more positive brand attitude and value perceptions (i.e. uniqueness and social) of femvertising of luxury brands. Consumers with low involvement in women empowerment have higher uniqueness and social value perceptions when luxury advertising without any women empowerment message was shown (vs. femvertising). This research provides important implications of luxury brands’ femvertising.","PeriodicalId":46269,"journal":{"name":"Journal of Global Fashion Marketing","volume":null,"pages":null},"PeriodicalIF":3.8,"publicationDate":"2023-03-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42647752","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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