Muslim millennials’ attitudes towards fashion advertising

Abstract

Recognizing the rapid growth of fashion marketing efforts in Muslim consumer markets, this article aims to investigate attitudes towards fashion advertising between Muslim millennials from two countries of diverse advertising environments. The conceptual framework used for investigation was adapted from an existing framework for attitudes towards advertising. A sample of young millennials (n?=?1,691) responded to a questionnaire-based survey measuring items related to beliefs, attitudes, and behaviors towards fashion advertising, in addition to religiosity and fashion consciousness. Analysis of hypothesis testing was performed using Structural Equation Modeling (SEM). Findings revealed that beliefs towards fashion advertising may be grouped into positive and negative factors which influence attitudes towards fashion advertising. Additionally, fashion consciousness also influences Muslim millennials’ attitudes towards fashion advertising. This article also examined the diversity of Muslim millennials in terms of religiosity, gender, and advertising environment on beliefs, attitudes, and behaviors towards fashion advertising. Analysis of group comparisons was done after establishing measurement invariance in Multi-group Confirmatory Analysis (CFA). Differences in attitudes towards fashion advertising across religiosity, gender, and cross-national groups illustrate the diversity within Muslim millennials. These differences are explained in terms of differences in antecedent positive and negative beliefs. This article contributes to the literature of attitudes towards advertising by illustrating the influence of gender, religiosity, and advertising environment on attitudes towards fashion advertising in diverse Muslim markets.     

Matched analysis of parent’s and children’s attitudes and practices towards motor vehicle and bicycle safety: an important information gap

The purpose of this study was to compare parents’ and children’s attitudes and habits towards use of bicycle helmets and car seat belts. We hypothesized that parental perception of their children’s safety practices did not reflect actual behavior and further, that parental practices, rather than their beliefs about a particular safety practice, have a greater affect on their child’s risk-taking behavior. The study population consisted of children in grades four and five and their parents/guardians. Participation in the cross-sectional study was voluntary and confidential anonymous questionnaires were used. In separate and independent surveys, children and parents were questioned in parallel about their knowledge, habits and attitudes toward bicycle helmet use and car safety practices. In the study, 731 students participated with 329 matched child-parent pairs. Ninety-five percent of the children own bicycles and 88% have helmets. Seventy percent of parents report their child always wears a helmet, while only 51% of children report always wearing one (p < 0.05). One-fifth of the children never wear a helmet, whereas parents think only 4% of their children never use one (p < 0.05). Parents report their children wear seat belts 92% of the time while 30% of children report not wearing one. Thirty-eight percent of children ride bicycles with their parents and wear their helmets more often than those who do not ride with their parents (p < 0.05). Parents who always wear a seat belt are more likely to have children who sit in the back seat and wear a seat belt (p < 0.05). Parents’ perceptions of their children’s safety practices may not be accurate and their actions do affect their children’s. Injury prevention programs that target both parents and children may have a greater impact on reducing risk-taking behaviors than working with each group in isolation.     

Developmental antecedents to children’s responses to online advertising

Many critics have raised concerns about online advertising directed to children. This study investigated the role of several antecedent variables that may impact children’s attitudinal and behavioural responses to online advertising. Specifically, online ad scepticism, family communication patterns, time spent on the internet, and perceived internet competency were examined as factors that may impact children’s online advertising attitudes and behaviours. A survey conducted with a dyad sample of 381 parents-preteens in South Korea revealed that children with high scepticism towards online advertising, who spent less time using the internet and who perceived lower levels of confidence about their internet skills were more likely to have a negative attitude towards online advertising and less likely to disclose personal information to online marketers. However, the relationship between family communication and children’s responses to online advertising found in this study was inconsistent with the previous empirical findings. Implications of findings are discussed and directions for future research suggested.     

An empirical investigation on the antecedents of consumers’ cognitions of and attitudes towards digital signage advertising

This paper investigates the antecedent factors of consumers’ perceived values and attitudes towards digital signage advertising in a structural model. The results of this study revealed that four key antecedents (i.e. informativeness, involvement, entertainment and targeting) affect consumers’ attention to digital signage advertising and perception of advertising values. This study shows that attitudes towards digital signage and perceived interactivity with it also affect consumers’ attitudes towards digital signage advertising. This, in turn, influences positive attitudes towards a brand and higher purchase intentions.     

Caring for her: the influence of presumed influence on female consumers’ attitudes towards advertising featuring gender-stereotyped portrayals

ABSTRACT

This study investigates how presumed influence on others affects women's evaluations of advertising featuring gender stereotypes. Previous research has largely overlooked the social context of the reactions to gender stereotypes. Addressing that gap, this study draws on the influence of presumed influence model to proposed that female consumers believe that other women are negatively affected by advertising that contains gender-stereotyped portrayals. This perception is hypothesized to influence ad and brand attitudes as consumers ‘punish’ the brand for hurting others. The results of two experimental studies featuring stereotyped and non-stereotyped advertising portrayals indicate that the hypothesis holds for two types of stereotype components (physical characteristics and role behaviour). This new theoretical perspective to the literature on gender stereotypes in advertising, one that helps to explain why many women dislike gender stereotypes in advertising even though those stereotypes often have limited impact on them personally.     

Survey of Internet users’ attitudes toward Internet advertising

Many have speculated about the current state of Internet advertising (IA), how it compares to advertising in general (GA), and its implications for traditional marketing models and practices. Although many estimates exist regarding who uses the Internet as well as guidelines about how best to design IA, little is known about Internet users’ attitudes toward IA, much less what characterizes these attitudes. To test this, a national sample of over 400 participants with at least some exposure to the Internet was surveyed. The results revealed no majority opinion of IA: approximately a third of respondents liked, disliked, and felt neutrally toward IA, respectively. A regression analysis indicated that enjoyment of looking at Internet advertisements, its informativeness, and its utility for making behavioral (purchasing) decisions contributed to participants’ attitudes toward IA. Enjoyment of looking at IA contributed the most to attitudes toward IA, yet at the same time appears to be one of IA's weakest features. In order to assess whether attitudes toward and perceptions of IA might reflect attitudes toward advertising in general by this demographic group, rather than attitudes toward IA per se, responses were compared to those of a demographically weighted-to-match national sample of over 1,000 who answered similar questions in regard to advertising in general. The results indicate that more respondents found IA to be informative and trustworthy than a demographically similar sample found GA. Even though the attitudes and perceptions of IA and GA were significantly different, the structure of GA and IA attitudes was the same. Implications for the design of IA are discussed.     

The myth of big data: Chinese advertising practitioners’ perspective

A qualitative study was conducted to explore Chinese advertising practitioners’ perceptions and interpretations of big data in the Chinese market. Twenty-two in-depth interviews were conducted to collect the data. Four overarching themes emerged regarding the interviewees’ perception of the Chinese advertising market, the definition of big data, the application of big data and the future development of big data. Based on the themes, a theoretical framework was developed to demonstrate big data's application and development in the Chinese market. Theoretical and practical implications were offered.     

Ads aimed at dads: exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies

Employing gender role ideology theory, this research investigates Australian consumer attitudes towards current advertisements portraying males as caregivers. Results of an experiment demonstrate that consumers perceive in-ad gender role portrayals of males as caregivers as atypical of the current advertising environment. Consumers who, in particular, hold a non-traditional (egalitarian) gender role ideology report a more positive attitude towards advertising that challenges traditional gender role ideologies (i.e., advertising that depicts males as caregivers). We suggest that non-traditional advertising that challenges traditional gender roles provides advertisers with an opportunity to stand out; however, advertisers must ensure that their key product-related message components are not overshadowed.     

Performance of China’s advertising agencies: a time series cross-sectional analysis

Although China has been the world’s second largest advertising market after the United States in terms of advertising spending since 2006, the performance of advertising agencies in China and the factors that contribute to this performance have been understudied. However, by incorporating the structure-conduct-performance model and agency theory into the integrative framework and conducting a time series cross-sectional analysis, we determine that the degree of concentration in the advertising agency industry and number of regulations in the advertising industry have had significant negative effects on the financial performance of agencies. In addition, agencies with mainly foreign capital have performed better than those with only Chinese capital. Agencies adopting strategies of initial public offering (IPOs) or engaging in name changes and mergers have performed better than those that have done nothing. Implications are also discussed.     

China’s WTO Accession and Long-Term Profitability of Chinese Firms

As emerging economies integrate their markets with the rest of the world, competition-driven changes in profitability are increasingly affected by shocks of various types from the business environment. We examine the dynamics of profitability distributions under such conditions using China’s WTO accession as a natural experiment to carry out before and after comparisons. Our results suggest that after WTO accession, the long-run (ergodic) distribution of conditional profitability rates of Chinese firms has become more dispersed. Due to the large proportion of firms at the poor performance end, this suggests that the financial stability of the Chinese economy will be endangered if the business environment were to deteriorate. There is an urgent need to reduce the widening span of the distribution of profitability at the lower end by accelerating the restructuring of Chinese companies.     

Does food advertising influence children’s food choices? A critical review of some of the recent literature

Food advertising to children is an issue that is at the centre of debate and the purpose of this paper is to critically examine the claims and the evidence. Several issues are examined: the child’s understanding of advertising, the content of advertising to children; food choices in families, children’s food choice and behaviour, and the effect of advertising on food choice. Major conclusions are the following: that children understand the function of advertising from the age of 8–9 years, although there are limitations on how effectively they apply this knowledge; that the content of advertising to children has remained relatively unchanged for 25 years; that children play an active role in food choice in families; that children’s dietary preferences and habits are well-established before advertising is understood; and that advertising’s role in children’s food choices and preferences is multi-factorial and complex.     

Burger King and McDonald’s: Where’s the Spillover?

This paper studies how spillover effects from competitors’ choices affect a firm’s decision to open a store. Using panel data from the UK’s fast food industry, I propose and estimate a game of entry under incomplete information that incorporates spillover effects between firms’ entry decisions. A positive spillover is identified for Burger King – increasing the stock of existing McDonald’s by one outlet increases Burger King’s estimated equilibrium probability of opening a new store by approximately 18 percentage points. Furthermore, the estimated model suggests that this spillover affects Burger King’s variable profit, as opposed to its fixed cost of entry. It is less clear whether this externality matters for McDonald’s.     

And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18–34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.     

Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising,forwarding intention and purchase intention

Femvertising is making huge waves as large numbers of brands are launching campaigns marketing feminism. While promoting products brands are selling empowerment to women through marketing campaigns. As women purchasing power is increasing they provide bigger opportunity to marketers, this is the reason femvertising is the hottest trend used by advertisers to attract women customers. This study investigates the influence of self-consciousness and Need for Emotion on Attitude towards femvertising. It further sheds light on the effect of Attitude towards femvertising on forwarding intention of ad and purchase intention of the advertised brand. ANOVA was conducted to analyze the relationship between demographic profile of women respondents with their attitude towards femvertising, forwarding intention and purchase intention. Results show that individuals Private & Public self-consciousness and need for emotion influence their attitude towards femvertising. Positive attitude towards femvertising influence their forwarding intention of ad but does to lead to purchase intent. The findings revealed that intention to forward and purchase intention varies across different age groups.     

A content analysis of male roles in television advertising: Do traditional roles still hold?

Analysis of male roles in television advertising is limited. In order to remedy this, our research serves as a catalyst by providing a review of the current literature, conducting a preliminary examination of male roles in television advertising, and discussing ways for this area of research to move forward in the future. Specifically, the study conducted in this paper examines television advertising to provide insight on the depiction of males, the portrayed relations between males and other individuals, and how these depictions may have changed from 2003 to 2008. Male depictions in lead roles are contrasted using 907 primetime commercials from 2003 and 961 commercials from 2008 from the four major US broadcasting networks (ABC, NBC, CBS, and FOX). Results suggest that some aspects of male depictions in advertising are counter to, while other aspects are reflective of, the changing gender roles occurring in society.     

It’s only words: idiom processing,language knowledge and consumer memory of Chinese print advertisements

This study investigated the effects of employing Chinese idioms in headlines on consumer memory. The results indicated that, as hypothesized, the use of idiomatic headlines in print advertisements produced superior aided recall of headlines and recognition of brand names than employing non-idiomatic headlines. High language knowledge individuals also had greater aided headline recall and brand name recognition. However, this knowledge advantage was only observed for advertisements with idiomatic headlines. Aided headline recall generally mediated brand name recognition. Finally, the language knowledge results were robust across different knowledge measures.     

The terror of death and consumers’ sustainability attitudes

Applying Terror Management Theory, this research attempts to investigate how the terror of death perception affects consumers' sustainability attitudes under the contingent condition of religiosity. This field study was conducted in Malang, Indonesia. The findings disclose that both mortality salience and self-esteem increase materialism. Materialism is found to intensify consumers’ sustainability attitudes of green concern and consumer social responsibility (CnSR). It is also found that religiosity strengthens the effect of mortality salience on materialism and that of materialism on CnSR. Contrarily, religiosity weakens the effects of materialism on green concern. However, there is no statistical support for the moderating effect of religiosity on the linkage between self-esteem and materialism.     

Chinese Banking Sector’s Intrafinancial System Debt Issue

Chinese debt issue has been a major concern for investors. This study examines the intrafinancial system debt issue within Chinese banking sector. Based on quarterly data during Q1, 2008 to Q3, 2017, this study finds that the declining return from the real economy is the dominant factor that contributes to the growth of intra?nancial system debts, and the quantity indicator of expansionary monetary policy also plays a positive role. These findings are the first of its kind in the academic literature. Also, this study reviews the recent policy responses from Chinese regulatory authorities and concludes that more need to be done.