Femvertising of luxury brands: Message concreteness, authenticity, and involvement

Abstract

This research examined luxury brands’ women empowerment advertising (femvertising) on social media. The study found that the authenticity of the message mediates the positive relationship between message concreteness and a) brand attitude and b) intention to support women empowerment campaign. The results also showed that consumers with high (vs. low) involvement with women empowerment tend to be more receptive to femvertising regardless of the concreteness of the message and have more positive brand attitude and value perceptions (i.e. uniqueness and social) of femvertising of luxury brands. Consumers with low involvement in women empowerment have higher uniqueness and social value perceptions when luxury advertising without any women empowerment message was shown (vs. femvertising). This research provides important implications of luxury brands’ femvertising. © 2023 Korean Scholars of Marketing Science.