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Full-Text Articles in Fashion Business
Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino
Impact Of Sex In Luxury Fashion Advertisements On Brand Attractiveness And Identification, Alyssa Dana Dana Adomaitis, Diana Saiki, Juan Del Pozo Severino
Publications and Research
Purpose
This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.
Design/methodology/approach
A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement …