An Investigation into the use of gender stereotypes by marketers in advertising to examine its effects on brand equity and consumer purchasing behaviour

Johnson, Sarah (2016) An Investigation into the use of gender stereotypes by marketers in advertising to examine its effects on brand equity and consumer purchasing behaviour. Masters thesis, Dublin, National College of Ireland.

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Abstract

This study aims to investigate the effects of the use of gender stereotypes in advertising on a brand. The purpose of this paper is to examine the topic of stereotypes in advertising and discover the reason for the continued use of gender stereotypes in advertising. This paper aims to explore whether or not there is a purpose behind the use of gender stereotypes and explore how consumers respond to advertising campaigns of this nature. This will be achieved by comparing past academic studies and primary research conducted by the author on this paper.

Having conducted an in-depth study into the literature on the topic a study was conducted based on this research. This study used a quantitative approach using an online questionnaire which was created and distributed by the author. This questionnaire was constructed with all of the objectives and sub-objects in mind in order to gain a better insight into how consumers actually respond to this issue.

The literature found there was a great divide between people who cared about the use of gender stereotypes in advertising and those who were either indifferent and those who liked their use. This was quite similar to the results found from the survey. Although opinions were divided on the reaction to the use of gender stereotypes, it was clear that the use of gender stereotypes affect a brand’s image and may even go as far as stopping people from buying their products. This observation is something that marketers need to be made aware of for future actions.

From the literature there is a difference in opinion amongst scholars on the subject of gender stereotyping in advertising. Furthermore the effect of gender stereotyping on brand equity was not examined in-depth. The link between gender stereotyping and brand equity on the contradicts what other scholars have reported on the subject it as unsurprising that the results agreed with some of it. However it is clear that much more research needs to be taken to fully state understand what the results mean.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	04 Nov 2016 10:42
Last Modified:	04 Nov 2016 10:42
URI:	https://norma.ncirl.ie/id/eprint/2331

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