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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2023.6
- 수록면
- 243 - 262 (20page)
- DOI
- 10.1080/20932685.2023.2176902
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초록· 키워드
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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) inten- tion 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 invol- vement 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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