The Impact of Femvertising on Indonesian Consumers’ Brand Perception and Response
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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.
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References
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