Research output per year
Research output per year
Project Details
Description
Femvertising (feminism + advertising) refers to marketing campaigns that challenge traditional gender stereotypes, promote female empowerment, and advocate for gender equality. The growing literature in this area has tested different ways to improve femvertising campaign performance; however, it has rarely looked beyond diversity and authenticity. This project unpacks the important dimensions of customers' perceptions of femvertising and how they influence key transactional and non-transactional outcomes.
| Status | Active |
|---|---|
| Effective start/end date | 2/01/25 → … |
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Perceived femvertising: measurement and implications for brand performance
Ho, V. P. U., Rahman, S. M., Bowden, J.L.-H. & Carlson, J., Apr 2026, In: Journal of Business Research. 208, p. 1-18 18 p., 116035.Research output: Contribution to journal › Article › peer-review
Open AccessFile2 Link opens in a new tab Citations (Scopus)92 Downloads (Pure) -
Perceived femvertising, brand authenticity, and AI Ad discomfort: Implications for CSR reputation and user-generated content
Ho, V. P. U., Rahman, S. M., Bowden, J.L.-H., Carlson, J. & Ringle, C., 2026, 2026 AMS Annual Conference. Academy of Marketing ScienceResearch output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review
Open Access -
The power of customer engagement, message burnout, and ethical orientation: how femvertising affects share-of-wallet
Ho, V. P. U., Rahman, S., Bowden, J., Carlson, J. & Ringle, C. M., Feb 2026, (Accepted/In press) AMA Winter Academic Conference 2026. Madrid, SpainResearch output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review
Press/Media
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Prove it or lose her: The new rules for advertising to women
Ho, V. P. U., Rahman, S., Bowden, J. & Carlson, J.
27/02/26
1 item of Media coverage
Press/Media: Research