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The Impact of Femvertising on Indonesian Consumers’ Brand Perception and Response |
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| รหัสดีโอไอ | |
| Creator | Felisha Vinaya Irawan |
| Title | The Impact of Femvertising on Indonesian Consumers’ Brand Perception and Response |
| Contributor | Deborah N. Simorangkira |
| Publisher | Faculty of Communication Arts, Chulalongkorn University |
| Publication Year | 2568 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 8 |
| Journal No. | 2 |
| Page no. | 58-72 |
| Keyword | Brand perception, Consumer response, Feminism, Immediacy of campaign exposure, Indonesia |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP/ |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2630-0621 |
| Abstract | This study examines the impact of femvertising on Indonesian consumers’ brand perception and response, using Nike’s Dream Crazier campaign as a case study. Employing an experimental method with 240 respondents, the findings reveal that: (1) the influence of Nike’s Dream Crazier campaign is strongest at the “share” stage of consumer response; (2) the campaign’s feminist theme positively shapes consumers’ brand perception by fostering a heightened sense of warmth and perceived care from the brand; and (3) the impact of a memorable campaign is enduring, such that the immediacy of exposure does not significantly affect consumer response. The analysis is framed through the perspectives of the AISAS model and feminist theory. |
