Abstract
Fashion advertisements with political content are unique in that they go against the accepted strategy of advertising. As fashion advertisements with political content become more prevalent, consumers’ reactions to them become an important subject of research. This study examines consumers’ attitudes towards fashion advertisements with political content with respect to fashion and political opinion leadership, political views, perception of advertisement message and product attitude. Results showed that attitude towards advertisements with political content was influenced significantly by the viewer's political views and agreement with the advertisement message, but not by political opinion leadership. Fashion opinion leadership influenced product attitude only for advertisements without political content. The viewers’ advertisement attitudes were carried over to product attitudes regardless of the presence of political message.
| Original language | English |
|---|---|
| Pages (from-to) | 88-98 |
| Number of pages | 11 |
| Journal | International Journal of Consumer Studies |
| Volume | 32 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 2008 |
Scopus Subject Areas
- Applied Psychology
- Economics and Econometrics
- Public Health, Environmental and Occupational Health
- Marketing
Keywords
- Advertisement attitude
- Fashion advertisements
- Opinion leadership
- Political message
- Product attitude
