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Attitudes of Contemporary European Women Toward Sex Role Portrayal, Company Image and Purchase Intention: The French versus U.S. Experience

Authors :
William J. Lundstrom
Jack A. Chopoorian
D. Steven White
Source :
Journal of Marketing Management. 15:485-493
Publication Year :
1999
Publisher :
Informa UK Limited, 1999.

Abstract

The portrayal of women in advertising has received much attention over the past three decades. However, most of the research is focused on U.S. women and lacks a global perspective. Little is known about the attitudes of non-U.S. women toward female role portrayal in advertising. This study, building on previous research conducted by Ford, LaTour and Lundstrom, reports the findings regarding the attitudes of European women, specifically French, towards their sex role portrayal in advertising and its affect on purchase intention. Furthermore, it compares these results to a recent baseline study conducted in the U.S. for the express purpose of illustrating what differences, if any, exist between the cultures of women who live in two different, post-industrial societies.

Details

ISSN :
14721376 and 0267257X
Volume :
15
Database :
OpenAIRE
Journal :
Journal of Marketing Management
Accession number :
edsair.doi...........d25e253733a3dd9b9636e4b6d1634eb7
Full Text :
https://doi.org/10.1362/026725799785045879