This study aims to investigate how attitudes towards femvertising affects brand credibility, brand authenticity, and purchase intention. Further, the mediation of femwashing on these relationships was investigated. And lastly, the impact of brand credibility and authenticity on purchase intention was examined. The results show that a favourable attitude towards femvertising positively affects brand credibility and authenticity but is not significant for purchase intention. Likewise, the mediation of femwashing on these relationships was not significant. In addition, brand credibility and brand authenticity had a positive impact on purchase intention.

• Athanasios Poulis(University of Patras, Greece)
• Anastasios Panopoulos(University of Macedonia, Greece)
• Prokopis Theodoridis(Hellenic Open University, Greece)
• Ann-Kathrin Schmitt(University of Brighton, UK)