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.

Luxury brands are increasingly embracing intrinsic values in their advertising campaigns. This paper reports an exploratory study examining the adoption of value-laden advertising focusing on intrinsic values. Through a content analysis of ads from 9 top luxury fashion brands, the depiction of intrinsic values was examined. Research results are discussed and academic and managerial implications are presented.

A new era for luxury brands is emerging, in which the prevailing motivations need to be reexamined. Considering that advertisements are frequently based on the motivations that the luxury brand aims to satisfy, this research sets out to fill this gap in the literature. Through a quasi-experiment, this study examines how a series of personal characteristics affect the relationship between advertised values and Aad, Ab and PI. Preliminary findings are reported and suggestions for further research are presented as well. Indicative implications and limitations are also noted.

This study aims to answer the following question: Does leader brand personality dimensions mediate the relationship between self-identity expression and voting intention? The notion of political leaders as brands has been examined during the last decade by several studies and the increasing importance during the electoral process is now evident. Additionally, self-identity expressiveness, as a construct, has been connected to either psychological or sociological context regarding behavioral intention. The current research intends to build a framework for incorporating the concepts of leader brand image through brand personality dimensions, self-identity expression and voting intention for a political party. A quantitative survey through online structured questionnaire is employed in Greece and several significant theoretical and managerial contributions are provided.

The relationships among corporate social responsibility (CSR) practices, corporate identity, and Hedonic and Utilitarian Dimensions of Consumer Attitude were evaluated for the luxury corporation Hermes. Discretionary CSR practices and moral/ethical CSR practices emerged as significant predictors of the corporate social values dimension of identity. Relational CSR practices, however, contributed mainly to the expertise dimension of corporate identity. Also, familiarity with CSR practices of a corporation had a significant effect on corporate identity, which in turn affected both dimensions of consumer attitude. Both corporate expertise and corporate social values were significant predictors of consumer attitude. The results are interpreted within a dual process model of corporate identity.