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The Role of Brand Perception and Perceived Authenticity in the Impact of Intersectional Diversity Representation on Purchase Intent Among Young Adults in the Netherlands

Fountos, Eleftherios (2025) The Role of Brand Perception and Perceived Authenticity in the Impact of Intersectional Diversity Representation on Purchase Intent Among Young Adults in the Netherlands.

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Abstract:In response to growing societal awareness around diversity, equity, and inclusion, this study investigates how intersectional diversity representation in advertising, specifically the simultaneous portrayal of racial and sexual orientation diversity, affects brand perception and purchase intent among young adults in the Netherlands. A conceptual model was tested in which brand perception mediates this relationship, and perceived authenticity moderates the link between brand perception and purchase intent. Based on survey data from 97 respondents, results show that intersectional representation improves brand perception, which in turn increases purchase intent. Additionally, perceived authenticity significantly strengthens this effect. These findings advance the literature on diversity marketing by highlighting the importance of authentic intersectional representation in shaping consumer behavior within multicultural contexts.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/106935
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