A femvertising és a hagyományos reklám attitűdre és vásárlási hajlandóságra gyakorolt hatásának vizsgálata
DOI:
https://doi.org/10.14267/VEZTUD.2022.04.02Keywords:
femvertising, gender stereotypes, advertising, attitudeAbstract
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.
Downloads
References
Abitbol, A., & Sternadori, M. (2019). Championing Women’s Empowerment as a Catalyst for Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of Femvertising. International Journal of Strategic Communication, 13(1), 22-41. https://doi.org/10.1080/1553118X.2018.1552963
Åkestam, N., Rosengren, S., & Dahlen, M. (2017). Advertising “like a girl”: Toward a better understanding of “femvertising” and its effects. Psychology & Marketing, 34(8), 795-806. https://doi.org/10.1002/mar.21023
Becker–Herby, E. (2016). The rise of femvertising: authentically reaching female consumers (Thesis). Minneapolis: University of Minnesota, School of Journalism and Mass Communication.
Bahadur, N. (2014). ‘Femvertising’ Ads Are Empowering Women — And Making Money For Brands [on- line]. Retrieved from https://www.huffpost.com/entry/femvertising-advertising-empowering-women_n_5921000
Bauer, A. (1996). A reklámhatás kutatásának fejlődése. Marketing & Menedzsment, 30(3), 65-69. https://journals.lib.pte.hu/index.php/mm/article/view/2437
Bergkvist, L., & Rossiter, J. R. (2007). The Predictive Validity of Multiple-Item Versus Single-Item Measures of the Same Constructs. Journal of Marketing Research, 44(2), 175–184. https://doi.org/10.1509/jmkr.44.2.175
Cannes Lions (2021). Glass: The Lion for Change [online]. Retrieved from https://www.canneslions.com/enter/awards/good/glass-the-lion-for-change#/
Chang, T.-Z., & Wildt, A. R. (1994). Price, Product Information, and Purchase Intention: An Empirical Study. Journal of the Academy of Marketing Science, 22(1), 16 –27. https://doi.org/10.1177/0092070394221002
Cornwall, A. (2016). Women’s empowerment: What works? Journal of International Development, 28(3), 342-359. https://doi.org/10.1002/jid.3210
Cortese, A. J. (2015). Provocateur: Images of women and minorities in advertising. Lanham: Rowman & Littlefield.
Drake, V. E. (2017). The impact of female empowerment in advertising (femvertising). Journal of Research in Marketing, 7(3), 593-599. https://doi.org/10.17722/JORM.V7I3.199
Ducoffe, R. H. (1995). How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. https://doi.org/10.1080/10641734.1995.10505022
Femvertisingawards.com (2021). Celebrating 5 Years of Femvertising [online].
Ferguson, J. H., Kreshel, P. J., & Tinkham, S. F. (1990). In the pages of Ms.: Sex role portrayals of women in advertising. Journal of Advertising, 19(1), 40-51. https://doi.org/10.1080/00913367.1990.10673179
Grau, S. L., & Zotos, Y. C. (2016). Gender stereotypes in advertising: a review of current research. International Journal of Advertising, 35(5), 761-770. https://doi.org/10.1080/02650487.2016.1203556
Hoffmann, S., Liebermann, S. C., & Schwarz, U. (2012). Ads for mature consumers: The importance of addressing the changing self-view between the age groups 50+ and 60+. Journal of Promotion Management, 18(1), 60-82. https://doi.org/10.1080/10496491.2012.646220
Hofmeister-Tóth, Á. & Malota, E. (1999). Női/férfi szerepek ábrázolása a reklámokban. Marketing & Menedzsment, 33(2), 53-58. https://journals.lib.pte.hu/index.php/mm/article/view/1973
Jamieson, L. F., & Bass, F. M. (1989). Adjusting stated intention measures to predict trial purchase of new products: A comparison of models and methods. Journal of Marketing Research, 26(3), 336-345. https://doi.org/10.2307/3172905
Kabeer, N. (2001). Conflicts Over Credit: Re-Evaluating the Empowerment Potential of Loans to Women in Rural Bangladesh. World Development, 29(1), 63-84. https://doi.org/10.1016/S0305-750X(00)00081-4
Kapoor, D., & Munjal, A. (2019). Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising, forwarding intention and purchase intention. Journal of Marketing Communications, 25(2), 137-157. https://doi.org/10.1080/13527266.2017.1338611
Kehl, D. & Rappai, G. (2006). Mintaelemszám tervezése Likert-skálát alkalmazó lekérdezésekben. Statisztikai Szemle, (9), 848-875.
Keller, K. L. & Kotler, P. (2016). Marketingmenedzsment. Budapest: Akadémiai Kiadó.
Kordrostami, E., & Kordrostami, M. (2020). A brave new world: embracing sexuality in advertising for apparel. Journal of Fashion Marketing and Management: An International Journal, 25(1), 99-116. https://doi.org/10.1108/JFMM-08-2019-0183
Kovács, G., Aczél, P., & Bokor, T. 2020. The portrayal of elderly men and women in Hungarian television news programmes. Ageing & Society, 41(9), 2099-2117. https://doi.org/10.1017/S0144686X20000227
Lee, E. B., Lee, S. G., & Yang, C. G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6). https://doi.org/10.1108/IMDS-06-2016-0229
Lin, L. Y., & Lu, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of word‐of‐mouth. Tourism Review, 65(3), 16-34. https://doi.org/10.1108/16605371011083503
Maclaran, P. (2015). Feminism’s fourth wave: a research agenda for marketing and consumer research. Journal of Marketing Management, 31(15-16), 1732-1738. https://doi.org/10.1080/0267257X.2015.1076497
Mager, J., & Helgeson, J. G. (2011). Fifty years of advertising images: Some changing perspectives on role portrayals along with enduring consistencies. Sex Roles, 64(3-4), 238-252. https://doi.org/10.1007/s11199-010-9782-6
Mahmud, S., Shah, N. M., & Becker, S. (2012). Measurement of women’s empowerment in rural Bangladesh. World Development, 40(3), 610-619. https://doi.org/10.1016/j.worlddev.2011.08.003
Malhotra, N. K. & Simon, J. közreműködésével (2017). Marketingkutatás [Digitális kiadás.] Budapest: Akadémiai Kiadó.
Pastor, J. (1996). Empowerment: what it is and what it is not. Empowerment in Organizations, 4(2), 5-7. https://doi.org/10.1108/09684899610118028
Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274. https://doi.org/10.1002/mar.4220090402
Rossi, P. H., Lipsey, M. W., & Henry, G. T. (2018). Evaluation: A systematic approach. Thousand Oaks: Sage Publications. Rowlands J. (1998). A Word of the Times, but What Does it Mean? Empowerment in the Discourse and Practice of Development. In Afshar H. (eds.), Women and Empowerment. Women’s Studies at York (pp. 11-34). London: Palgrave Macmillan. https://doi.org/10.1007/978-1-349-26265-6_2
Sobande, F. (2019). Femvertising and fast fashion: Feminist advertising or fauxminist marketing messages? International Journal of Fashion Studies, 6(1), 104- 113. https://doi.org/10.1386/infs.6.1.105_7
Spiel, C. & Reich, R. (2021). How Can Education Promote Social Progress? [online].
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2021). Is Femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, (Febr), 1-15. https://doi.org/10.1007/s10551-021-04755-x
Szabó, A. & Oross, D. (2012). A demokratikus részvétel tendenciái a magyar egyetemisták és főiskolások körében. In Racionálisan lázadó hallgatók (pp. 65- 109). Szeged: Belvedere Meridionale.
Vinkenburg, C. J. (2015). Beyond the Rhetoric of Choice: Promoting Women’s Economic Empowerment in Developed Countries. IDS Bulletin, 46(4), 28-32. https://doi.org/10.1111/1759-5436.12153
Wang, C., Zhang, P., Choi, R., & D’Eredita, M. (2002). Understanding consumers attitude toward advertising. AMCIS 2002 Proceedings, (158), 1143-1148.
Windels, K., Champlin, S., Shelton, S., Sterbenk, Y., & Poteet, M. (2020). Selling feminism: How female empowerment campaigns employ postfeminist discourses. Journal of Advertising, 49(1), 18-33. https://doi.org/10.1080/00913367.2019.1681035
Zimmerman, M. A. (1995). Psychological empowerment: Issues and illustrations. American Journal of Community Psychology, 23(5), 581-599. https://doi.org/10.1007/BF02506983
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Vezetéstudomány / Budapest Management Review
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors assign copyright to Vezetéstudomány / Budapest Management Review. Authors are responsible for permission to reproduce copyright material from other sources.
