Gender, sexism and feminism in alcoholic beverages marketing / Ines GUILLET / 2022

Titre : Gender, sexism and feminism in alcoholic beverages marketing Type de document : Mémoire Auteurs : Ines GUILLET, Auteur Année de publication : 2022 Importance : 27 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 CULTUREL Résumé : The alcohol industry is often characterized as masculine and sexist and stereotypical messages are very common. Women are sometimes put on the level of children and sometimes sexualized to sell to men, which puts them in dangerous situations and a toxic environment. The objective of my quantitative study is to know the impact that these sexist and stereotyped messages have on the purchase intention but also the vision of the consumers on the companies that put forward feminist values. Thus they reject this type of sexist images, they are a brake to the purchase and not only among women, but also among men. Moreover, the majority of consumers do not trust the feminist messages of alcohol companies. The people most involved in the feminist struggle consider this as feminist washing and a way to increase sales. They want a global anti-sexist policy in the companies in terms of marketing but also in terms of managerial practices Programme : MSc Marketing French Excellence Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=564564