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The Effects of Inclusive-LGBTQ+ Advertising on Brand Attitude: A Moderated Mediation Model  / Alessia De Girolamo.

Amsterdam: Universiteit van Amsterdam (UvA), 2022 - 48 p.
uitgave: Amsterdam : Universiteit van Amsterdam (UvA), 2022 - 48 p.
onderwerpen:
thema:
  1. economie/financiën
  2. lhbtq
samenvatting: Extant academic research acknowledges a lack of consensus in the literature regarding the effects of inclusive advertising featuring LGBTQ+ individuals: whereas some studies find inclusive advertising to be effective, others suggest otherwise. Previous studies analysed the effects of LGBTQ+ inclusive advertising on both heterosexual and LGBTQ+ consumers, suggesting these effects depend on several factors including the type of advertising portrayed (implicit vs explicit), consumers' gender identity, attitudes toward sexuality, etc. However, due to studies' mixed results, and uncertainty around the effectiveness of these inclusive practice, marketers are still often frightened of potential backlash should they opt for inclusivity in their communication campaigns. Therefore, the current study aims to contribute to the present knowledge on inclusive-LGBTQ+ advertising by investigating the effects of LGBTQ+-inclusive advertising on consumers' brand attitudes, while considering the possible mediating role of attitudes toward the ad and the moderating role of on consumers identification with the LGBTQ+ community. To achieve the objective of the study, an experimental design has been adopted. Results demonstrated a causal conditional indirect effect of authentically inclusive advertising on brand attitude via attitudes towards advertising. This effect was significant and positive for all participants, but stronger for those who identified with the LGBTQ+ community. This advises marketers to consider the positive impact the adoption of these advertisements could have on them and on society.
signatuur: cat. (girol/eff)

dgb grijs
toegang:
The Effects of Inclusive-LGBTQ+ Advertising on Brand Attitude: A Moderated Mediation Model
cat. (girol/eff)dgb grijs
N313383
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