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This study investigates consumer attitude towards femvertising. The study established that consumers view femvertising as a harbinger of change in society despite their skepticism about purple washing by companies to attract customers. This study identified a positive relationship between consumer attitude and their purchase intention towards brands that employ femvertising.
1. http://cdn.sheknows.com/corporate.sheknows.com/ production/nodes/attachments/24521/ iBlog_Mag- azine b-SheKnows-Femvertising Feature.pdf? 1429105587
2. Pillay, S. (2020). The future is female: femvertis- ing and attitude formation towards beauty brands, Journal of Contemporary Management, 17(2): 102-125.
3. Hsu, C. K. J. (2018).Femvertising: State of the art, Journal of Brand Strategy, 7(1): 28-47.
4. Drake, V. E. (2017). The impact of female empow- erment in advertising (femvertising), Journal of Re- search in Marketing, 7(3): 593-599.
Websites
https://www.marklives.com/2020/03/brands-brand- ing-explorin g-femvertising-brand-resonance/ https://en.wikipedia.org/wiki/Purplewashing https://en.wikipedia.org/wiki/Purplewashing#Market- ing https://www.adobe.com/express/learn/blog/femvertis- ing-what-is-it-and-how-to-do-it-well
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