A femvertising és a hagyományos reklám attitűdre és vásárlási hajlandóságra gyakorolt hatásának vizsgálata





femvertising, gender stereotypes, advertising, attitude


Gender equality is an increasingly important topic. However, gender stereotypes that appear in advertisements today do not always reflect this trend. Scientific discussion of femvertising (female empowerment advertising) strategies has started in 2014, which, in addition to empowering women, questions the stereotypical representation of women in advertising. This under-researched phenomenon is investigated in the Hungarian context, in regards to femvertising and traditional advertising of the beer brand Heineken. Quantitative research was conducted with a randomized questionnaire experiment, involving 244 female university students. Based on the results and in line with the international literature, femvertising, compared to traditional advertisements, has a more positive effect on the attitude towards the advertising and on the purchase intentions of female consumers. Possible future research directions have also been identified.


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Author Biographies

Zsuzsanna Orehóczki, Corvinus University of Budapest

MSc student

Anna Török, Corvinus University of Budapest

PhD student


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How to Cite

Orehóczki, Z., & Török, A. (2022). A femvertising és a hagyományos reklám attitűdre és vásárlási hajlandóságra gyakorolt hatásának vizsgálata. Vezetéstudomány / Budapest Management Review, 53(4), 17–27. https://doi.org/10.14267/VEZTUD.2022.04.02




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