Effects of brand awareness and feminist message level in femvertising: An experimental study

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dc.authorid0000-0002-4968-375X
dc.authorid0000-0001-5802-3473
dc.authorid0000-0003-1305-9557
dc.authorid0000-0002-8711-6561
dc.contributor.authorKoc, Fatih
dc.contributor.authorEfendioglu, Ibrahim Halil
dc.contributor.authorOzkan, Bekir
dc.contributor.authorUgurtan, Hazal
dc.contributor.authorBaran, Tamer
dc.date.accessioned2026-02-08T15:15:29Z
dc.date.available2026-02-08T15:15:29Z
dc.date.issued2024
dc.departmentBursa Teknik Üniversitesi
dc.description.abstractFemvertising is a general advertisement term that builds awareness of women's issues, rights, and gender equality. This particular type of advertisement is used by brands with the expectation that it will be effective on women, especially women with high levels of feminism. This study aims to determine the effects of brand awareness and the level of feminist messages on brand trust, word of mouth (WoM), attitude toward advertisements, and purchase intention. To achieve this aim, a 2 x 2 experimental design was used to manipulate the level of brand awareness and the level of feminist messages in the advertisement. A total of 405 women with high feminist attitudes participated in the experiment. Data analyses revealed that brand awareness exerts a positive effect on brand trust, but the level of feminist messages does not exert any significant effect on either brand trust or purchase intentions. Furthermore, data analyses showed that less familiar brands can achieve more positive results in attitude toward advertising and WoM if they use strong feminist messages in their advertisements, compared to well-known brands.
dc.identifier.doi10.1016/j.wsif.2024.102957
dc.identifier.issn0277-5395
dc.identifier.issn1879-243X
dc.identifier.scopus2-s2.0-85202156637
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1016/j.wsif.2024.102957
dc.identifier.urihttps://hdl.handle.net/20.500.12885/5796
dc.identifier.volume106
dc.identifier.wosWOS:001312931000001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherPergamon-Elsevier Science Ltd
dc.relation.ispartofWomens Studies International Forum
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzWOS_KA_20260207
dc.subjectFemvertising
dc.subjectBrand awareness
dc.subjectBrand trust
dc.subjectWord of mouth
dc.subjectAttitude toward the ad
dc.titleEffects of brand awareness and feminist message level in femvertising: An experimental study
dc.typeArticle

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