Student Theses and Dissertations

Date of Award

Fall 12-14-2024

Document Type


Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication



First Advisor

Caryn E. Medved


Brands are increasingly paying attention to the purchasing power of female consumers. In recent years, many brands have added female elements to their brand stories to promote gender equality in society. This provides more opportunities for brands to express their values. However, while the women's movement in Western countries has been in full swing, feminism in Eastern countries is still being explored. This paper examines the best practices in three East Asian countries - China, Japan, and South Korea - for incorporating women's causes into brand identity and probing the development of women's themes in corporate cultures. The paper aims to critically evaluate the effectiveness of women's empowerment campaigns in East Asia, which have gained significant momentum in recent years. The findings of this research will contribute to the existing literature on women's empowerment by providing empirical evidence on the effectiveness of campaigns, as well as insights into their potential limitations and challenges. This study will further aid campaign organizers, policymakers, and development practitioners in designing more targeted and impactful women's empowerment initiatives, thereby fostering positive societal changes and sustainable gender equity.



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