Gender Stereotypes In Digital Advertising: A Study On Emotional Brand Attachment And Brand Sacredness

Abstract

The researcher's goal is to learn how gender role stereotypes and portrayals influence emotional brand attachment, forming consumers' perceptions of brand sacredness. This study employed a 2x2 experimental design, utilising 159 valid questionnaires focused on skincare and car advertisements. The partial least squares method will analyse the data collected from respondents. Results revealed that gender role stereotypes and gender portrayal in advertisements influence emotional brand attachment in four different scenarios. Testing of the model showed that emotional brand attachment increases brand sacredness and further validates sacredness's three dimensions (communitas, supremacy, and mesmerization). This study establishes the significance of gender stereotypes and the gender of leading models in advertisements as influential factors that positively impact brands. The study employed an experimental design tailored to measure the impact of gender-stereotype reactions on emotional brand attachment, thereby contributing to the development of brand sacredness. This research sheds light on the intricate interplay between gender portrayals, emotional connection, and the sacred dimension in brand dynamics, offering valuable insights for marketers and scholars in the field.