Perceived femvertising: Measurement and implications for brand performance

This paper introduces perceived femvertising , a multidimensional construct that captures women’s evaluations of advertisements that promote gender equality. Drawing on self-concept, social identity, and categorization theories, we model perceived femvertising as a second-order construct comprising six first-order dimensions: authenticity, commitment, empowerment, compliance, representation, and transformation. The findings advance value-based marketing communications research by clarifying the specific dimensions that shape women’s responses to value-aligned advertising. For practitioners, the full 24-item perceived femvertising scale ( Table 4 ) offers a structured diagnostic tool for auditing the effectiveness of femvertising campaigns. Recognizing the need for managerial flexibility, we also introduce a condensed six-item version of the scale, which retains strong predictive power and enables quick periodic assessments in applied settings. The results of three empirical studies show that both the full and condensed scales have strong reliability, validity, and predictive power for three key brand outcomes: share of time with ads, brand loyalty, and brand advocacy. Notably, share of time with ads serves as a mediator, highlighting the key role of audience engagement with ads in translating perceived femvertising to positive brand outcomes. The measurement tools provide actionable insights for brands seeking to craft meaningful, equity-driven advertising that resonates with women and enhances brand performance.