Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 41 , 10 November 2023


Open Access | Article

The Impact of Congruence Between Self-concept and Female Advertising Image on Advertising and Brand Attitudes

Wei Chen * 1 , Nuoyan Lin 2 , Huiyi Zhou 3
1 Guangzhou University
2 Xi’an Jiaotong University
3 Beijing Normal University - Hong Kong Baptist University United International College

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 41, 99-105
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Wei Chen, Nuoyan Lin, Huiyi Zhou. The Impact of Congruence Between Self-concept and Female Advertising Image on Advertising and Brand Attitudes. AEMPS (2023) Vol. 41: 99-105. DOI: 10.54254/2754-1169/41/20232049.

Abstract

With the rise of women's personal consciousness, femvertising has become one of the key topics in today's research. Researchers mostly explore the impact of feminist advertising on consumers from the perspective of social comparison and self-identity. However, there is still a research gap on how consumers’ awareness of self affects their perception and acceptance of femvertising. Therefore, this paper connected the consumer self-concept with the female image in feminist advertising and explored the relationship between the consistency of the two and the consumer's advertising attitude and brand attitude. Through the review and analysis of 19 relevant literature, this paper found that the high consistency between consumers' ideal self and female image in femvertising will make them have a more positive attitude towards advertising and brands, compared with the impact of the consistency between actual self and advertising image. Enterprises should understand the self-concept and values of target consumers in order to better meet their needs and expectations in advertising and marketing activities.

Keywords

self-concept, feminist advertising, advertising attitude, brand attitude

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-103-2
ISBN (Online)
978-1-83558-104-9
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/41/20232049
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated