具体性
授权
广告
感知
价值(数学)
心理学
业务
政治学
计算机科学
机器学习
神经科学
认知心理学
法学
作者
Minjung Park,Jayoung Koo,Do Yeon Kim
标识
DOI:10.1080/20932685.2023.2176902
摘要
This research examined luxury brands’ women empowerment advertising (femvertising) on social media. The study found that the authenticity of the message mediates the positive relationship between message concreteness and a) brand attitude and b) intention to support women empowerment campaign. The results also showed that consumers with high (vs. low) involvement with women empowerment tend to be more receptive to femvertising regardless of the concreteness of the message and have more positive brand attitude and value perceptions (i.e. uniqueness and social) of femvertising of luxury brands. Consumers with low involvement in women empowerment have higher uniqueness and social value perceptions when luxury advertising without any women empowerment message was shown (vs. femvertising). This research provides important implications of luxury brands’ femvertising.
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