Show simple item record

Analysing Credibility of Femvertising Campaigns: A Focus on Colombian Female Athletes

dc.contributor.authorSánchez-Torres J.A.
dc.contributor.authorLópez Correa C.
dc.contributor.authorArroyo-Cañada F.-J.
dc.contributor.authorArgila-Irurita A.
dc.contributor.authorVila-Márquez F.
dc.date.accessioned2024-12-27T20:52:16Z
dc.date.available2024-12-27T20:52:16Z
dc.date.created2024
dc.identifier.issn21674795
dc.identifier.urihttp://hdl.handle.net/11407/8731
dc.descriptionAdvertising campaigns featuring female athletes have gained significant importance given the positive implications of gender equality, female empowerment and modern social dynamics, in which women play a crucial role, especially in Western societies. However, advertising campaigns in which female athletes are visible can be perceived by the public as false, sometimes known as woman-washing. This study explores the perception of woman-washing in femvertising-type campaigns—that is, those focused on female athletes. An empirical model is proposed and tested with partial least squares structural equation modelling. The results validate all the hypotheses, demonstrating that factors such as the public’s identification with the athlete, the fit between the athlete and the brand, and brand positioning are of great importance for the credibility of the campaign. The contributions of this paper are novel for sports marketing, femvertising and the planning of advertising campaigns. © The Author(s) 2024.
dc.language.isoeng
dc.relation.isversionofhttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85202994937&doi=10.1177%2f21674795241278742&partnerID=40&md5=0a6bd13860b7d7016db9676fe308b88f
dc.sourceCommunication and Sport
dc.sourceCommun. Sport
dc.sourceScopus
dc.subjectAdvertising campaignseng
dc.subjectCredibilityeng
dc.subjectFemale athleteseng
dc.subjectFemvertisingeng
dc.subjectSponsorshipeng
dc.titleAnalysing Credibility of Femvertising Campaigns: A Focus on Colombian Female Athleteseng
dc.typeArticle
dc.rights.accessrightsinfo:eu-repo/semantics/restrictedAccess
dc.publisher.programMercadeo
dc.type.spaArtículo de revista
dc.identifier.doi10.1177/21674795241278742
dc.publisher.facultyFacultad de Ciencias Económicas y Administrativas
dc.affiliationSánchez-Torres J.A., Department of Marketing, University of Medellín-Colombia, Medellin, Colombia
dc.affiliationLópez Correa C., Department of Marketing, University of Medellín-Colombia, Medellin, Colombia
dc.affiliationArroyo-Cañada F.-J., Department of Business, University of Barcelona-Spain, Barcelona, Spain
dc.affiliationArgila-Irurita A., Department of Business, University of Barcelona-Spain, Barcelona, Spain
dc.affiliationVila-Márquez F., Department of Marketing, EAE Business School, Barcelona, Spain
dc.relation.referencesAbitbol A., Sternadori M.M., Consumer location and ad type preferences as predictors of attitude toward femvertising, Journal of Social Marketing, 10, 2, pp. 179-195, (2020)
dc.relation.referencesAmir A., Roca D., Sadaf L., Obaid A., How does femvertising work in a patriarchal context? An unwavering consumer perspective, Corporate Communications, 29, 2, pp. 170-186, (2023)
dc.relation.referencesBelanche D., Flavian C., Perez-Rueda A., Understanding interactive online advertising: Congruence and product involvement in highly and lowly arousing, skippable video ads, Journal of Interactive Marketing, 37, 1, pp. 75-88, (2017)
dc.relation.referencesBergami M., Bagozzi R.P., Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization, British Journal of Social Psychology, 39 Pt 4, 4, pp. 555-577, (2000)
dc.relation.referencesCalvo-Porral C., Rivaroli S., Orosa-Gonzalez J., The influence of celebrity endorsement on food consumption behaviour, Foods, 10, 9, (2021)
dc.relation.referencesChamplin S., Sterbenk Y., Windels K., Poteet M., How brand-cause fit shapes real world advertising messages: A qualitative exploration of ‘femvertising’, International Journal of Advertising, 38, 8, pp. 1240-1263, (2019)
dc.relation.referencesCorrea E.A.J., Palacio-Lopez S.M., Sanchez-Torres J.A., Martinez L.F.G., Zapata J.P.A., Fernandez Y.L.H., Lopera C.P., Effectiveness of social responsibility marketing in young millennials - generation Y: Analysis of three cases for brand positioning, Heliyon, 7, 10, (2021)
dc.relation.referencesCoutinho E., Silva D., Luzzi A., Casas L., Sport fans as consumers: An approach to sport marketing, British Journal of Marketing Studies, 5, 4, pp. 36-48, (2017)
dc.relation.referencesDevlin M.B., Brown N.A., Billings A.C., Bishop S., Ultimate” sponsorship: Fan identity, brand congruence, and the ultimate fighting championship, International Journal of Sport Management and Marketing, 14, pp. 96-115, (2013)
dc.relation.referencesDonlan L., An empirical assessment of factors affecting the brand-building effectiveness of sponsorship, Sport, Business and Management: International Journal, 4, 1, pp. 6-25, (2014)
dc.relation.referencesFeng Y., Chen H., He L., Consumer responses to femvertising: A data-mining case of Dove’s “campaign for real beauty” on YouTube, Journal of Advertising, 48, 3, pp. 292-301, (2019)
dc.relation.referencesFornell C., Larcker D.F., Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, 18, 1, (1981)
dc.relation.referencesHair J.F., Hult G.T., Ringle C.M., Sarstedt M., A primer on partial least squares structural equation modeling (PLS-SEM), (2021)
dc.relation.referencesHair J.F., Ringle C.M., Sarstedt M., Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance, Long Range Planning, 46, 1-2, pp. 1-12, (2013)
dc.relation.referencesHair J.F., Risher J.J., Sarstedt M., Ringle C.M., When to use and how to report the results of PLS-SEM, European Business Review, 31, 1, pp. 2-24, (2019)
dc.relation.referencesHenseler J., Ringle C.M., Sarstedt M., Testing measurement invariance of composites using partial least squares, International Marketing Review, 33, 3, pp. 405-431, (2016)
dc.relation.referencesKordrostami M., Laczniak R.N., Female power portrayals in advertising, International Journal of Advertising, 41, 7, pp. 1181-1208, (2022)
dc.relation.referencesLee J.S., Kwak D.H., Braunstein-Minkove J.R., Coping with athlete endorsers’ immoral behaviour: Roles of athlete identification and moral emotions on moral reasoning strategies, Journal of Sport Management, 30, 2, pp. 176-191, (2016)
dc.relation.referencesLima A.M., Casais B., Consumer reactions towards femvertising: A netnographic study, Corporate Communications, 26, 3, pp. 605-621, (2021)
dc.relation.referencesMahmoudian A., Sadeghi Boroujerdi S., Mohammadi S., Delshab V., Pyun D.Y., Testing the impact of athlete brand image attributes on fan loyalty, Journal of Business and Industrial Marketing, 36, 2, pp. 244-255, (2021)
dc.relation.referencesMin J.H.J., Chang H.J.J., Jai T.M.C., Ziegler M., The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior, Fashion and Textiles, 6, 1, (2019)
dc.relation.referencesPark M., Koo J., Kim D.Y., Femvertising of luxury brands: Message concreteness, authenticity, and involvement, Journal of Global Fashion Marketing, 14, 3, pp. 243-262, (2023)
dc.relation.referencesSanchez Torres J.A., Alexandra Montoya L., Potes Arce P., Behind the likes, content and brand on Instagram, Suma de Negocios, 9, 19, pp. 17-24, (2018)
dc.relation.referencesSarstedt M., Hair J.F., Ringle C.M., PLS-SEM: Indeed a silver bullet” – retrospective observations and recent advances, Journal of Marketing Theory and Practice, 31, 3, pp. 261-275, (2022)
dc.relation.referencesSchneider P., Wojcik G.M., Kawiak A., Kwasniewicz L., Wierzbicki A., Modeling and comparing brain processes in message and earned source credibility evaluation, Frontiers in Human Neuroscience, 16, 1, (2022)
dc.relation.referencesShapiro S., MacInnis D.J., Park C.W., Understanding program-induced mood effects: Decoupling arousal from valence, Journal of Advertising, 31, 4, pp. 15-26, (2002)
dc.relation.referencesSharma P.N., Liengaard B.D., Hair J.F., Sarstedt M., Ringle C.M., Predictive model assessment and selection in composite-based modeling using PLS-SEM: Extensions and guidelines for using CVPAT, European Journal of Marketing, 57, 6, pp. 1662-1677, (2023)
dc.relation.referencesSternadori M., Abitbol A., Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertising, Journal of Consumer Marketing, 36, 6, pp. 740-750, (2019)
dc.relation.referencesTormala Z.L., Brinol P., Petty R.E., When credibility attacks: The reverse impact of source credibility on persuasion, Journal of Experimental Social Psychology, 42, 5, pp. 684-691, (2006)
dc.relation.referencesVandellos E., Villarroya A., Bote-Vericad J.-J., What do we know about femvertising? A systematic literature review ¿Qué sabemos de la femvertising? Una revisión sistemática de la literatura O que sabemos sobre femvertising? Uma revisão sistemática da literatura, Cuadernos Interculturales, 56, 1, pp. 185-205, (2023)
dc.relation.referencesVarghese N., Kumar N., Feminism in advertising: Irony or revolution? A critical review of femvertising, Feminist Media Studies, 22, 2, pp. 441-459, (2022)
dc.relation.referencesVerleye G., De Ruyck A., Vermeulen W., Schoenaers I., Credibility of green advertising: Six elements that drive credibility in green advertising, Frontiers in Communication, 8, 1, (2023)
dc.relation.referencesWalters R., Varieties of gender wash: Towards a framework for critiquing corporate social responsibility in feminist IPE, Review of International Political Economy, 29, 5, pp. 1577-1600, (2022)
dc.type.versioninfo:eu-repo/semantics/publishedVersion
dc.identifier.reponamereponame:Repositorio Institucional Universidad de Medellín
dc.identifier.repourlrepourl:https://repository.udem.edu.co/
dc.identifier.instnameinstname:Universidad de Medellín


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record