2-V: the Influence of Sex Appeal in Advertising: the Moderating Role of Brand Loyalty

Sujeong Hong, Sungkyunkwan University, South Korea
This research shows that consumers exhibiting high loyalty toward a brand react more negatively to sex appeals in brand advertising than those exhibiting low loyalty. We intended to examine an additional boundary condition under which the effect of sex appeal can be either enhanced or diminished.
[ to cite ]:
Sujeong Hong (2017) ,"2-V: the Influence of Sex Appeal in Advertising: the Moderating Role of Brand Loyalty", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.