Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising
The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what typ...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2024-03-01
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| Series: | Journal of Open Innovation: Technology, Market and Complexity |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S219985312300286X |
| _version_ | 1797217136056205312 |
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| author | Toms Kreicbergs Deniss Ščeulovs Artūrs Bernovskis |
| author_facet | Toms Kreicbergs Deniss Ščeulovs Artūrs Bernovskis |
| author_sort | Toms Kreicbergs |
| collection | DOAJ |
| description | The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what type of masculine character to focus on and whether advertisers‘ offered version of masculinity is in alignment with consumer preferences. Methods included qualitative video content analysis of advertisements centered around masculinity and quantitative research methods such as survey research and A/B testing of younger consumer segments such as Generation Z and millennials. The empirical results were analyzed using the SPSS 23 statistical software program. The research found that in traditional masculinity advertisements, consumers appreciate characters that are rebellious rule breakers who are influential and stubborn but also visionary, seductive, and playful. In modern masculinity advertisements, consumers prefer a character who is caring, compassionate, generous, romantic, warm, and intelligent. Research also showed that there is a disconnect between what advertisers offer to consumers and what consumers give their preference for when it comes to masculinity in advertising and that there are statistically significant differences between men’s and women’s preferences for masculinity’s depiction in advertising. |
| first_indexed | 2024-03-09T09:22:37Z |
| format | Article |
| id | doaj.art-e860830ee5c848d09bdf4bea5cba1e46 |
| institution | Directory Open Access Journal |
| issn | 2199-8531 |
| language | English |
| last_indexed | 2024-04-24T11:57:03Z |
| publishDate | 2024-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Journal of Open Innovation: Technology, Market and Complexity |
| spelling | doaj.art-e860830ee5c848d09bdf4bea5cba1e462024-04-09T04:12:47ZengElsevierJournal of Open Innovation: Technology, Market and Complexity2199-85312024-03-01101100184Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertisingToms Kreicbergs0Deniss Ščeulovs1Artūrs Bernovskis2Corresponding author.; Faculty of Engineering Economics and Management of Riga Technical University, LatviaFaculty of Engineering Economics and Management of Riga Technical University, LatviaFaculty of Engineering Economics and Management of Riga Technical University, LatviaThe research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what type of masculine character to focus on and whether advertisers‘ offered version of masculinity is in alignment with consumer preferences. Methods included qualitative video content analysis of advertisements centered around masculinity and quantitative research methods such as survey research and A/B testing of younger consumer segments such as Generation Z and millennials. The empirical results were analyzed using the SPSS 23 statistical software program. The research found that in traditional masculinity advertisements, consumers appreciate characters that are rebellious rule breakers who are influential and stubborn but also visionary, seductive, and playful. In modern masculinity advertisements, consumers prefer a character who is caring, compassionate, generous, romantic, warm, and intelligent. Research also showed that there is a disconnect between what advertisers offer to consumers and what consumers give their preference for when it comes to masculinity in advertising and that there are statistically significant differences between men’s and women’s preferences for masculinity’s depiction in advertising.http://www.sciencedirect.com/science/article/pii/S219985312300286XAdvertisingBrandingArchetypesTraditional masculinityModern masculinityMarketing |
| spellingShingle | Toms Kreicbergs Deniss Ščeulovs Artūrs Bernovskis Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising Journal of Open Innovation: Technology, Market and Complexity Advertising Branding Archetypes Traditional masculinity Modern masculinity Marketing |
| title | Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| title_full | Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| title_fullStr | Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| title_full_unstemmed | Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| title_short | Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| title_sort | brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising |
| topic | Advertising Branding Archetypes Traditional masculinity Modern masculinity Marketing |
| url | http://www.sciencedirect.com/science/article/pii/S219985312300286X |
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