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

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.



Citation:

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.

Authors

Silke Bambauer-Sachse, University of Fribourg, Switzerland
Zoltan Horvath, University of Fribourg, Switzerland



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

The Impostor Syndrome from Luxury Consumption

Dafna Goor, Harvard Business School, USA
Nailya Ordabayeva, Boston College, USA
Anat Keinan, Harvard Business School, USA
Sandrine Crener, Harvard Business School, USA

Read More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.