Femvertising of luxury brands: Message concreteness, authenticity, and involvement

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2023-03-02 DOI:10.1080/20932685.2023.2176902

Minjung Park, Jayoung Koo, Do Yuon Kim

引用次数: 3

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.

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奢侈品牌的女性广告:信息的具体性、真实性和参与性

本研究考察了奢侈品牌在社交媒体上的女性赋权广告(femadvertising)。研究发现，信息真实性中介信息具体性与a)品牌态度和b)支持妇女赋权运动的意向之间的正相关关系。研究结果还显示，参与女性赋权程度高(与低)的消费者往往更容易接受女性广告，而不管信息的具体程度如何，并且对奢侈品牌的女性广告有更积极的品牌态度和价值观念(即独特性和社交性)。在没有任何女性赋权信息的奢侈品广告中，女性赋权参与度低的消费者具有更高的独特性和社会价值感知(与女性广告相比)。这项研究为奢侈品牌的女性广告提供了重要的启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.