How does femvertising work in a patriarchal context? An unwavering consumer perspective
Amir, Aleena (National University of Science and Technology (Islamabad, Pakistan))
Roca, David (Universitat Autònoma de Barcelona)
Sadaf, Lubaba (National University of Science and Technology (Islamabad, Pakistan))
Obaid, Asfia

Fecha:	2024
Descripción:	17 pàg.
Resumen:	Purpose: Given the extensive evidence of femvertising's positive effects in Western cultures, this paper aims to investigate how femvertising may influence customers' perceptions and brand-related outcomes in a patriarchal context such as Pakistan. Design/methodology/approach: Qualitative methodology was employed in this study, which was based on in-depth interviews involving 17 consumers (including both male and females). Thematic analysis was used to analyse the data. Findings: Results indicated that male and female consumers revealed varied and sometimes contradictory perspectives on the perception, understanding and behaviour towards femvertised adverts, which are governed by patriarchal gendered norms. Originality/value: This study contributes to the body of knowledge by exploring the consumer perception towards femvertising in a patriarchal context, where gender disparity is evident. It also draws attention to the underlying cultural elements contributing towards the formation of those perceptions.
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, sempre que no sigui amb finalitats comercials, i sempre que es reconegui l'autoria de l'obra original.
Lengua:	Anglès
Documento:	Article ; recerca ; Versió acceptada per publicar
Materia:	Asia ; Consumer behaviour ; Empowerment ; Femvertising ; Gender ; Patriarchy ; SDG 12 - Responsible Consumption and Production
Publicado en:	Corporate communications, Vol. 29 Núm. 2 (2024) , p. 170-186, ISSN 1356-3289

DOI: 10.1108/CCIJ-03-2023-0040

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