Publications and Research
Document Type
Article
Publication Date
9-19-2020
Abstract
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products with limited research on its influence on the consumer. A sample of 1266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). The results indicated less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. These findings are important to scholars and marketers of luxury brands.
Included in
Advertising and Promotion Management Commons, Fashion Business Commons, Other Feminist, Gender, and Sexuality Studies Commons
Comments
Adomaitis, A. D., & Saiki, D. (2019). Brand personality and sexuality levels of luxury advertisements. Journal of Fashion Marketing and Management: An International Journal. https://doi.org/10.1108/JFMM-01-2019-0004