Championing Women’s Empowerment as a Catalyst for Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of Femvertising

Abitbol, Alan; Sternadori, Miglena

doi:10.1080/1553118x.2018.1552963

Cited by 43 publications

(42 citation statements)

References 62 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…However, findings from this study suggest that consumers and industry leaders alike continue to award companies for their advertisements, giving less or little attention to the programs and other initiatives that work to actually move the needle for gender equality. This supports recent work by Abitbol and Sternadori (2019) who found that participants had positive responses to femvertisements, even for companies who were currently experiencing public lawsuits related to gender equality. Consumers say they will research companies to evaluate their CSR initiatives (Cone Communications 2017), but do they?…”

Section: Emerging Evidence Of Csr-washingsupporting

confidence: 88%

“…There is considerable literature showing that advertising continues to incorporate gender stereotypes, though the use has decreased over time (Eisend 2010;Wolin 2003). Emerging research suggests that femvertisements resonate with women because advertisements with female empowerment messages can actually counter these historical and existing gender stereotypes and create positive self-views for women (Abitbol and Sternadori 2019;Varghese and Kumar 2020a). Varghese and Kumar (2020b) argue that the increasing prevalence of femvertising can be attributed, in part, to women's demand for more accurate representation, especially regarding gender roles and stereotyping.…”

Section: Reception Of Femvertisingmentioning

confidence: 99%

“…CSR-washing can harm companies that do not support their socially responsible advertising with comparable internal and external corporate initiatives (Wagner et al 2009;Kim et al 2015;Yoon et al 2006). However, some research suggests companies that engage in CSR-washing through advertising actually enjoy the same financial and reputational benefits as those that are authentic in their CSR efforts, because consumers take CSR ad messages at face value (Pope and Wareass 2015;Abitbol and Sternadori 2019). Some scholars (Wagner et al 2009) even suggest that companies should make their CSR statements more abstract, because failure to live up to company statements can be damaging.…”

Section: Csr-washingmentioning

confidence: 99%

“…Gender equality is an issue consumers want brands to support (Cone Communications 2017) and, since 2015, several industry organizations have created categories to recognize femvertisments in their award programs. Femvertising awards, and the popular femvertisements themselves, are shared broadly on social media, resulting in women positively associating these award-winning brands with female empowerment (Think with Google 2017; Abitbol and Sternadori 2019). However, a number of companies that have won prestigious femvertising awards have simultaneously received negative media coverage for lack of female representation at the leadership level (Storbeck 2017), allegations of sexism (Hsu 2018b), and, in the case of some conglomerates, conflicting messages about body image in ads for other products (Blay 2016).…”

mentioning

confidence: 99%

“…This study adds a new perspective to recent literature that examines consumer responses to femvertising and the ways in which gender empowerment is framed in advertisements (Abitbol and Sternadori 2019;Feng et al 2019;Sobande 2019;Windels et al 2020). We draw upon CSR-washing and corporate hypocrisy literature (Pope and Waerass 2015;Wagner et al 2009) to examine whether companies have invested in internal and external CSR work other than the feel-good messages of their award-winning ads.…”

mentioning

confidence: 99%

See 4 more Smart Citations

Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality

et al. 2021

View full text Add to dashboard Cite

This study examined the potential for a new area of corporate social responsibility (CSR) washing: gender equality. Companies are increasingly recognized for advertisements promoting gender equality, termed "femvertisements." However, it is unclear whether companies that win femvertising awards actually support women with an institutionalized approach to gender equality. A quantitative content analysis was performed assessing company leadership team listings, annual reports, CSR reports, and CSR websites of 61 US-based companies (31 award winners and 30 non-winning competitors) to compare the prevalence of internal and external gender-equality CSR activities of companies that have (versus have not) won femvertising awards. When controlling for number of employees and annual revenue, award-winning companies committed to more internal efforts that support women than non-award-winning companies. However, no significant differences were found in the number of external efforts or representation in female leadership between companies with and without awardwinning femvertisements. Overall, a majority of award-winning companies (81%) engaged in less than ten of the possible 23 gender-equality CSR activities, suggesting these companies' female empowerment commercials were often not in line with their broader CSR activities. While more research is needed in this area, we propose the term "fempower-washing" to describe CSR-washing in the context of gender equality. Keywords Femvertising • Corporate social responsibility • CSR advertising • Corporate hypocrisy • CSR-washingAn emerging area of corporate social responsibility (CSR) is activism, wherein companies take stances on sometimes controversial social issues such as LGBTQ+ rights,

show abstract

Section: Emerging Evidence Of Csr-washingsupporting

confidence: 88%

Section: Reception Of Femvertisingmentioning

confidence: 99%

Section: Csr-washingmentioning

confidence: 99%

mentioning

confidence: 99%

mentioning

confidence: 99%

See 3 more Smart Citations

Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality

et al. 2021

View full text Add to dashboard Cite

show abstract

Femvertising or femwashing? Women's perceptions of authenticity

Hainneville

Guèvremont

Robinot

2022

J of Consumer Behaviour

View full text Add to dashboard Cite

Stereotypes in advertising are recognized as contributing to the perpetuation of inequalities. In response to this, femvertising-"advertising that employs pro-female talents, messages, and imagery to empower women and girls" (SheKnows, 2014)-is increasingly observed in the marketplace. Despite femvertising's prevalence, current research has failed to identify women's core understanding of it. The objectives of this research are to conceptualize femvertising from a consumer perspective, explore the nature of authentic femvertising, and differentiate it from femwashing. In-depth interviews were conducted with 17 women. The findings help uncover femvertising's complex meaning as perceived by consumers and distinguish it from femwashing.The results suggest that the concepts of femvertising and femwashing coexist in consumers' minds. Six dimensions of authentic femvertising are identified: transparency, consistency, identification, diversity, respect, and challenging stereotypes. This research contributes to the consumer research, advertising, and branding literature; encourages a broader societal reflection about gender stereotypes; and offers several managerial implications.

show abstract

Would customers of social enterprises become social entrepreneurs?

Liang

2022

Manage Decis Econ

View full text Add to dashboard Cite

To investigate whether customers purchasing goods and services from social enterprises would become social entrepreneurs, 980 survey participants were recruited, and two promising models were tested. In the first study, social entrepreneurial intention (SEI) was investigated by examining the mediating effects of purchase intention and willingness to pay a premium on the relationship between outcome expectation and SEI. The results revealed that the effect of outcome expectation on SEI is mediated through willingness to pay a premium; moreover, purchase intention has no significant effect on SEI. In the second study, we confirmed that the dominant effect on SEI resulted from willingness to pay a premium, followed by outcome expectation. Furthermore, the results revealed that purchase intention enhances the effect of outcome expectation on SEI among customers with high purchase intention, thus demonstrating the moderating role of purchase intention. Business partners could be cultivated through the beneficial outcome expectations and favourable purchasing behaviour exhibited by the customers of social enterprises.

show abstract

Championing Women’s Empowerment as a Catalyst for Purchase Intentions: Testing the Mediating Roles of OPRs and Brand Loyalty in the Context of Femvertising

Cited by 43 publications

References 62 publications

Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality

Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality

Femvertising or femwashing? Women's perceptions of authenticity

Would customers of social enterprises become social entrepreneurs?

Contact Info

Product

Resources

About