Does Advertising Based on Gender Equality Work and Which Consumer Groups Should Be Addressed?

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Zoltan Horvath, University of Fribourg, Switzerland
In this paper, we examine gender equality as one aspect of CSR that can be used for innovative image advertising. We identify two consumer groups that differ with regard to their internalization of gender equality and thus regarding their reactions to an image campaign that is based on gender equality.
[ to cite ]:
Silke Bambauer-Sachse and Zoltan Horvath (2011) ,"Does Advertising Based on Gender Equality Work and Which Consumer Groups Should Be Addressed?", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.