How does femvertising work in a patriarchal context? An unwavering consumer perspective.
In: Corporate Communications: An International Journal, Jg. 29 (2024-03-01), Heft 2, S. 170-186
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Zugriff:
Purpose: Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan. Design/methodology/approach: Qualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data. Findings: Results indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms. Originality/value: This study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions. [ABSTRACT FROM AUTHOR]
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Titel: |
How does femvertising work in a patriarchal context? An unwavering consumer perspective.
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Autor/in / Beteiligte Person: | Amir, Aleena ; Roca, David ; Sadaf, Lubaba ; Obaid, Asfia |
Zeitschrift: | Corporate Communications: An International Journal, Jg. 29 (2024-03-01), Heft 2, S. 170-186 |
Veröffentlichung: | 2024 |
Medientyp: | academicJournal |
ISSN: | 1356-3289 (print) |
DOI: | 10.1108/CCIJ-03-2023-0040 |
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