![Ajouter à votre panier](https://cataloguelibrary.neoma-bs.fr/styles/fusion_neoma_gen/images/basket_small_20x20.svg)
Titre : |
The consumers’ perception and attitudes towards brands using real women in digital campaigns |
Type de document : |
Mémoire |
Auteurs : |
Laurine BRANDSTAETTER, Auteur |
Année de publication : |
2021 |
Importance : |
26 p. |
Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
Langues : |
Anglais (eng) |
Mots-clés : |
Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; WEBMARKETING ; FEMME
|
Résumé : |
Recent feminist movements urge brands to rethink their marketing, especially their marketing for women. They must adapt all their communication strategy to answer to the new social issue: promoting a real image of women. As many studies have shown, advertising influences directly the perception of women’s body. For years, marketers have used perfect bodies to promote their brands thus creating complexes and eating disorders among women. To answer to the recent movements, new advertising campaigns have been settled down especially on digital support. Their main goal is to promote a better women’s image. I ran a study to understand how consumers and principally women welcome these new campaigns. I wanted to discover in depth their feelings and attitudes after being exposed to such ads. The results show us that featuring real women on digital campaigns significantly increases the brand’s awareness. Women are more likely to pay attention to an ad which stages women of the real life. Moreover, theses campaigns improve a lot the brand’s image. However, the impact on their attitudes and their purchase decision is less. Women are more product focus than brand focus, so even if the marketing strategy changes, they will stay loyal to products and not to a brand. |
Programme : |
PGE-Rouen |
Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538273 |
| ![The consumers’ perception and attitudes towards brands using real women in digital campaigns vignette](https://cataloguelibrary.neoma-bs.fr/images/vide.png) |