Consumers' attitudes towards advertisements using homosexual imagery: The case of the F&B industry in Ho Chi Minh City

Abstract

The growing acceptance of the LGBT community and their significant purchasing power have led to increased interest from marketers in targeting this market. Many companies have utilized advertising with homosexual imagery to reach both this group and the mainstream market. Previous studies on this topic have yielded different results and have not fully explored the impact of positive emotions and ethical standards on the relationship between advertising using homosexual imagery and consumer attitudes towards the advertisement and brand. To address this issue, this study delves deeper into a specific region with a narrower survey population within a particular industry. Additionally, the study constructs a model that includes two new variables: positive emotions and ethical standards. Through analysis, the research team found a significant impact of positive emotions and ethical standards on this relationship. These findings offer guidance for future research and have implications for advertisers and brand managers targeting consumers of different sexual orientations. Respecting ethical and cultural values in advertising can help companies in the F&B industry maintain the trust and respect of their customers and have a positive impact on the market and society.