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In its evaluation of femvertising, the current study is designed to examine the roles of gender (males vs. females), the level of attitude toward feminism (weak vs. strong), and the level of congruence or “fit” between the brand and ad messages (low vs. high). This study found that female audiences have more positive attitudes toward femvertising, brand, and higher purchase intention than do male audiences. According to study results, feminists, regardless of gender, have more positive (a) attitudes toward femvertising and (b) brand and have (c) higher purchase intention than non-feminists. In addition, study findings suggest that high perceived congruence between the brand and femvertising messages results in more positive attitudes toward femvertising and brand, and to higher purchase intention. Theoretical and practical implications are also discussed.

Korean Consumers’ Responses to Nike ’s “Women’s Just Do It” Femvertising Campaign