| Titre : |
The Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image |
| Type de document : |
Mémoire |
| Auteurs : |
Eulalie LOYER, Auteur |
| Année de publication : |
2020 |
| Importance : |
65 p. |
| Note générale : |
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| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CORPS HUMAIN ; PUBLICITE ; MODE ; IMAGE DE MARQUE
|
| Résumé : |
This paper contributes to the existing research on body inclusivity in brand advertising. We explored an industry that has not been researched yet, lingerie, and focused on social media advertising. Our research question was “how does body inclusivity in lingerie brands’ social media advertising impact brand image?” More specifically, our study focused on brand identification, brand personality and purchase intention, as well as some personal characteristics of the respondents (age, BMI and self-esteem). A quantitative study was conducted with an experiment, using Instagram posts of the French lingerie brand Etam. Our main findings suggested that brand identification, brand personality and purchase intention are positively impacted by the use of average body size models in advertising, contrary to previous research on fashion brands. However, our results on the different characteristics of respondents, and their impact on attitude toward body inclusivity, were not significant enough to expose clear conclusions on the corresponding hypotheses. |
| Programme : |
PGE-Rouen |
| Spécialisation : |
Marketing - Parcours Brand Development |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=531051 |
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The Impact of Body Inclusivity in Lingerie Brands’ Social Media Advertising on Brand Image / 2020 
