University of Twente Student Theses


The influence of gender stereotyping in advertising on brand equity

Hommels, N.M.C. (2021) The influence of gender stereotyping in advertising on brand equity.

[img] PDF
Abstract:Gender stereotyping can have harmful effects on women, children and society as a whole. However, even to this day it is often used as an advertising trope. In this research we analyze if gender stereotypes in advertisement can have a negative effect on brand equity. In this research we use discrete choice tasks with different brands of pilsner beer at different price points to measure the willingness to pay of respondents after watching an advertisement. Two advertisements were available, the control group viewed an unrelated advertisement and the treatment group watched an advertisement with a gender stereotype of the main brand beer. The willingness to pay a price premium was calculated with a multinomial logistic regression model where we estimated the utility of individual brands and the utility of price. The two groups were compared on willingness to pay and on Likert-type brand equity questions. Control group had a willingness to pay of 7.04 for the main brand versus an average of 1.43 willingness to pay of the treatment group. From the results and analyses we can concluded that gender stereotyping has a negative effect on consumer brand equity of a FMCG.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology, 85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page