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Pinho, A. & Loureiro, S. M. C. (2021). The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising?. In 2021 Global Fashion Marketing Conference. (pp. 192-203). Seoul: Global Alliance of Marketing & Management Associations.
A. Pinho and S. M. Loureiro, "The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising?", in 2021 Global Fashion Marketing Conf., Seoul, Global Alliance of Marketing & Management Associations, 2021, pp. 192-203
@inproceedings{pinho2021_1724525556920, author = "Pinho, A. and Loureiro, S. M. C.", title = "The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising?", booktitle = "2021 Global Fashion Marketing Conference", year = "2021", editor = "", volume = "", number = "", series = "", doi = "10.15444/GFMC2021.03.04.06", pages = "192-203", publisher = "Global Alliance of Marketing & Management Associations", address = "Seoul", organization = "Global Alliance of Marketing & Management Associations", url = "http://gfmcproceedings.net/" }
TY - CPAPER TI - The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising? T2 - 2021 Global Fashion Marketing Conference AU - Pinho, A. AU - Loureiro, S. M. C. PY - 2021 SP - 192-203 DO - 10.15444/GFMC2021.03.04.06 CY - Seoul UR - http://gfmcproceedings.net/ AB - Companies are still afraid of targeting LGBTI+ population. To extend research, authors apply sequential studies to explore the immediate and long-term effects of LGBTI+ imagery in fashion brands. Built on Stimulus-Organism-Response Model, authors present advertisements in print and immersive technology formats and measure viewers’ self- reported answers and physical changes. ER -