University of Twente Student Theses
The Future is Fluid: The Impact of Gender Fluid Marketing on Brand Attitudes, Attitudes towards the Advertisement, and Brand Engagement
Frieling, Helena (2022) The Future is Fluid: The Impact of Gender Fluid Marketing on Brand Attitudes, Attitudes towards the Advertisement, and Brand Engagement.
|
PDF
8MB |
| Abstract: | This study explains brand attitudes, attitudes towards the advertisement as well as brand engagement to gender fluid advertising in comparison to binary gendered advertising for three different product categories (fragrance, period, and necktie products) while accounting for the role of individuals’ conservative or liberal gender norms. The study found favourable brand attitudes, attitudes towards the advertisement and brand engagement on gender fluid and binary gendered marketing to be predetermined by individuals’ gender norms. Gender fluid marketing is more positively evaluated by individuals with liberal gender norms while conservative individuals prefer binary gendered advertisements. It was discovered that period products were evaluated as most positive when marketed in a gender fluid fashion. This study contributes to marketing research by providing a first conceptual insight into the design of gender fluid marketing and empirical evidence of its effects on brand attitudes, attitudes towards the advertisement, and brand engagement while considering individuals’ gender norms and different product categories. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies MSc (60713) |
| Link to this item: | https://purl.utwente.nl/essays/94399 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page