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Keywords: Femvertising
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Journal Articles
Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising
Available to Purchase
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2019) 36 (6): 740–750.
Published: 31 May 2019
... of femvertising in relation to their worldview. Femvertising is defined as “advertising that employs pro-female talent, messages, and imagery to empower women and girls” (Skey, 2015). Design/methodology/approach A survey of US adults (n = 419) was used to investigate attitudes toward femvertising...
