Efectos de la autoidentificación feminista en la estrategia de femvertising en México

Atziri Martínez-Aguirre; Judith Cavazos-Arroyo; María Victoria Carrillo-Durán; Fernando Rey Castillo-Villar

doi:10.7764/cdi.57.64203

Authors

Atziri Martínez-Aguirre Universidad Popular Autónoma del Estado de Puebla, Puebla, México https://orcid.org/0009-0008-5700-5319
Judith Cavazos-Arroyo Universidad Popular Autónoma del Estado de Puebla, Puebla, México https://orcid.org/0000-0002-6258-289X
María Victoria Carrillo-Durán Universidad de Extremadura, Badajoz, España https://orcid.org/0000-0002-1256-8870
Fernando Rey Castillo-Villar Universidad Panamericana, Ciudad de México, México http://orcid.org/0000-0003-2011-8957

DOI:

https://doi.org/10.7764/cdi.57.64203

Keywords:

femvertising; feminist self-identification; confidence; congruence; attitude; purchase intention.

Abstract

In recent years, advertising that communicates women´s empowerment and aims to eliminate gender stereotypes (femvertising) has become more important for several companies to target and appeal to female audiences. This purpose of study is twofold: first, to analyze the impact of feminist self-identification on the trust and congruence of the femvertising brand. Second, to examine the impact of trust and congruence in femvertising on attitudes toward femvertising and its subsequent impact on brand purchase intent. A quantitative, explanatory, cross-sectional study was conducted among 401 female Millenial consumers of a bottled water brand that engages in femvertising as part of its promotional communication. Structural equation analysis results show that feminist self-identification negatively affects brand trust and perceived congruence of femvertising advertising. However, brand trust and perceived congruence have a positive impact on attitudes towards femvertising, which in turn has a positive impact on purchase intention. More research still needed in the field of femvertising to develop more effective communication strategies for this target group.

Author Biographies

Atziri Martínez-Aguirre, Universidad Popular Autónoma del Estado de Puebla, Puebla, México

Atziri Martínez Aguirre, professor at the Faculty of Advertising at the Universidad Popular Autónoma del Estado de Puebla (UPAEP). Ph.D. candidate in Management and Marketing at UPAEP. Bachelor's degree in Graphic Design from the Universidad de las Americas-Puebla. Master's in Advertising Management from the Universidad Complutense de Madrid. Master's in Social Communication (UCM). Master's in Advertising Direction and Production (UPAEP).

Judith Cavazos-Arroyo, Universidad Popular Autónoma del Estado de Puebla, Puebla, México

Judith Cavazos-Arroyo, master and Ph.D. in Management and Marketing, professor-researcher at the Business School of the Universidad Popular Autónoma del Estado de Puebla. Member of the National Researchers System, Level II, in Mexico.

María Victoria Carrillo-Durán, Universidad de Extremadura, Badajoz, España

María Victoria Carrillo Durán, professor of Audiovisual Communication and Advertising in the Department of Information and Communication. Ph.D. in Information Sciences (Advertising and Public Relations) from the Universidad Complutense de Madrid. She holds a degree in Advertising and Public Relations from the same university. Master's in Professional Marketing (UCM). Research coordinator of the AR-CO Research Group (a consolidated group listed in the catalog of the Junta de Extremadura). Coordinator of the Ph.D. in Information and Communication. She has conducted international residencies, some of them at the Business Norwegian University, the University of Portsmouth, Bournemouth University, and the University of Chicago.

Fernando Rey Castillo-Villar, Universidad Panamericana, Ciudad de México, México

Fernando Rey Castillo-Villar, professor-researcher in the Marketing department at the Faculty of Economic and Business Sciences of the Universidad Panamericana. Ph.D. in Social Sciences from the Tecnológico de Monterrey. His research interests are focused on consumer behavior, brand development, and tourism studies. He has published research in internationally renowned academic journals, such as Journal of Retailing & Consumer Services, Marketing Intelligence & Planning, Journal of Consumer Marketing, Journal of Place Management & Development, and Journal of Tourism & Cultural Change, among others.

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