The authority of fashion: The impact of brand credibility and gender blurring on attitudes towards gendered fashion advertisements

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Title

The authority of fashion: The impact of brand credibility and gender blurring on attitudes towards gendered fashion advertisements

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FigShare

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FigShare

Description

Gender identity is increasingly accepted as a continuum. Consumers feel that they are no longer constrained by the norms of gendered consumptions, so they are expressing themselves and their identities through new purchase behaviours. Gender blurring refers to the crossing of gender boundaries, when masculine and feminine traits are swapped. This has been seen in the fashion industry, where brands are featuring male models in womenswear and vice versa.  Despite the increasing usage of gender ...

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Other

Date created

22 Nov, 2021

Creator

Brownie, Daniel

URL

https://figshare.com/articles/thesis/The_authority_of_fashion_The_impact_of_brand_credibility_and...

Related subjects

Gender congruence / Branding / Fashion advertising / School: School of Marketing and International Business / 150502 Marketing Communications / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce / Marketing Communications

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