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Publication Detailed Description
The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising?
2021 Global Fashion Marketing Conference
Year (definitive publication)
2021
Language
English
Country
Republic of Korea
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Abstract
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.
Acknowledgements
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Keywords
Fashion brand,Advertising,LGBT,Immersive technologies
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UIDB/00315/2020 | Fundação para a Ciência e a Tecnologia |
Contributions to the Sustainable Development Goals of the United Nations
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