Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study

Stavrianea, Aikaterini; Theodosis, Antonios; Kamenidou, Irene

doi:10.1007/978-3-030-36126-6_88

Cited by 4 publications

(2 citation statements)

References 17 publications

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“…, 2020). While older generations uphold traditional hegemonic masculinity ideals, upcoming generations have embraced hybrid masculinity (Halvorsen and Ljunggren, 2021; Landsverk, 2021; Stavrianea et al. , 2021).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

“…This more androgynous profile combines femininity with aspects of traditional masculine standards (Jiang et al, 2020). While older generations uphold traditional hegemonic masculinity ideals, upcoming generations have embraced hybrid masculinity (Halvorsen and Ljunggren, 2021;Landsverk, 2021;Stavrianea et al, 2021). As generational cohorts serve as a useful market segmentation tool (Kruger and Viljoen, 2022), this study aims to unravel whether the effect of brand masculinity depends on consumer generation.…”

Section: Moderating Effect Of Consumer Generation On Brand Masculinit...mentioning

confidence: 99%

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Poison or remedy? Masculinity in a pathos-based sustainable brand story

Huang

Zhuang

2022

APJML

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PurposeThis study aims to examine the effects of pathos in sustainable brand stories featuring masculinity on brand masculinity and men’s sustainable brand attitude using Aristotle’s rhetoric theory.Design/methodology/approachThree independent online experiments (N = 398; N = 216; N = 247) were conducted to observe how participants responded to a sustainable brand story. Data collected through a post-experimental survey were used to test the proposed model. Research hypotheses were inspected using SPSS.FindingsThe authors reveal brand masculinity is influenced by varying degrees of pathos: participants who read stories with all three pathos elements (metaphor, humor and empathy) demonstrated the highest level of perceived brand masculinity. Male consumers showed more positive attitudes toward masculine sustainable brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable sustainable brand attitudes.Originality/valueThe study provides a new angle for exploring the relationship between gendered sustainable brand stories and sustainable brand attitudes. It is the first (to the authors’ knowledge) that links Aristotle’s rhetoric theory to brand gender research, and it empirically demonstrates how male consumers from different generational cohorts respond to different masculinity strategies used by sustainable brands.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Section: Moderating Effect Of Consumer Generation On Brand Masculinit...mentioning

confidence: 99%

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Huang

Zhuang

2022

APJML

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Filter or No Filter? An Instagram View on Modern Visual Culture

Stavrianea

Besleme

Kamenidou

2021

Advances in Longitudinal Data Methods in Applied Economic Research

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Promotion of Digital News Media: How Age Contributes to Readers’ Preferences

Stavrianea,

Kamenidou,

Papathanasopoulos

et al. 2024

Springer Proceedings in Business and Economics

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In our contemporary, diverse, media-rich landscape, consumers employ a variety of avenues in order to acquire information, including conventional media outlets as well as news platforms and social networking sites. The primary aim of this study is to investigate the choices and inclinations of the current digital news viewers and users in Greece, whilst also making reference to the relevant and numerous social platforms. The research is also concerned with “influencers” and with their utilization, whilst attempting to discern potential differences in usage based on the age demographic of users. An online survey was used. 305 individuals formed the quantitative research convenience sample. Descriptive statistics and One-Way Anova were employed. Results revealed significant differences between age groups and social media preferences regarding news information as well as regarding the collaboration of a digital news media with influencers. Significant implications, both at a theoretical and practical level are evident in this work. On a theoretical level, it contributes to the existing literature by adding new information on the current topic of the promotion of digital news media. Practically, digital news media publishers and managers can formulate proposals based on more in -depth information about users’ preferences in order to increase their business acumen and success.

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Consumers’ Perceptions of Gender-Neutral Advertising: An Empirical Study

Cited by 4 publications

References 17 publications

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Poison or remedy? Masculinity in a pathos-based sustainable brand story

Filter or No Filter? An Instagram View on Modern Visual Culture

Promotion of Digital News Media: How Age Contributes to Readers’ Preferences

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