The impact of inclusive fashion advertising with plus-size models on female consumers: The mediating role of brand warmth

IF 3.3 Q2 BUSINESS
B. Joo, Juanjuan Wu
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引用次数: 8

Abstract

ABSTRACT This study investigates the effectiveness of inclusive advertising featuring both plus-size models and straight-size models on consumers’ responses. By building on the Brands as Intentional Agents Framework (BIAF), the study also investigates the mechanism of the positive effect of including plus-size models on brand performance. For this study, a between-subjects design of model body size (diverse versus straight only) and a moderator of consumer body size (plus versus straight) were used; a multivariate analysis of covariance was conducted, along with a mediation analysis, to test the proposed hypotheses. The results indicated that inclusive advertisements depicting models with diverse body sizes had a positive main effect on brand attitude and an indirect effect on brand attitude and purchase intention. Brand warmth mediated the positive effect of diverse body sizes on brand attitude and purchase intention. This study contributes to the literature on body image by demonstrating the effectiveness of including plus-size models on two levels of consumer responses – brand attitude and purchase intention – and by demonstrating the mechanism of brand warmth. This study also informs brand managers as to how embracing plus-size models can benefit brand performance.
大码模特包容性时尚广告对女性消费者的影响:品牌温暖度的中介作用
摘要本研究调查了以大号和直码模型为特征的包容性广告对消费者反应的有效性。通过建立品牌作为意向代理人框架(BIAF),本研究还探讨了包括大号模型对品牌绩效的积极影响机制。在这项研究中,使用了受试者之间的模型体型设计(多样化与仅直型)和消费者体型调节器(正型与直型);对协方差进行了多元分析,并进行了中介分析,以检验所提出的假设。结果表明,描绘不同体型模特的包容性广告对品牌态度有正向的主要影响,对品牌态度和购买意愿有间接影响。品牌温暖介导了不同体型对品牌态度和购买意愿的正向影响。这项研究通过证明在两个层面的消费者反应(品牌态度和购买意愿)上包括大号模型的有效性,以及通过证明品牌温暖的机制,为身体形象的文献做出了贡献。这项研究还向品牌经理们介绍了采用大号模特如何有利于品牌表现。
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来源期刊
CiteScore
6.90
自引率
31.60%
发文量
34
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.
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