A.P. Wijaya, D. Prihandono, W. Prananta, M.V. Permana
The objective of this study is to examine the impact of integrating feminist self-identity with brand principles on brand advocacy and attachment. When femvertising is implemented in a real manner and in accordance with a brand's core principles, it has the potential to bolster a brand's standing and establish trustworthiness among consumers who are actively seeking sincere connections. Utilising a sample size of 173 participants from the Z generation, this study applies a quantitative methodology to examine the complex interrelationships among these dimensions. The results indicate that those who possess a strong identification with feminist values demonstrate a higher propensity to engage in advocating for brands that correspond with said principles. The aforementioned connection highlights the growing significance of social concerns in influencing brand selections among the Z generation, surpassing mere product characteristics. The study reveals that brand attachment has a mediating role in the association between feminist self-identity and brand promotion. The establishment of an emotional connection between individuals and brands that uphold feminist principles emerges as a noteworthy catalyst for engaging in advocacy actions. This suggests that brands that cultivate a strong bond with their audience by aligning with shared values have the ability to use the collective influence of brand supporters within Generation Z. © 2024 Author(s).
Department of Management, Faculty of Economics and Business, Universitas Negeri Semarang, Semarang, Indonesia
