Welcome to the 2023 AAA Annual Conference in Denver, CO! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2023!
Click the "Map" tab for a map of the meeting space and session rooms.
Wifi code: stayhappy
Valet parking is available for a rate of $42.00 per vehicle per night, and self-parking is available at a rate of $38.00 per vehicle per night.
Since Dove first saw immense success through their “Real Beauty Campaign” in 2004, a variety of brands have been jumping onto the femvertising bandwagon. However, not all brands are reaping the same million-dollar rewards that Dove has seen. Current research indicates that this may be in part due to the fit between the brand and the cause (high or low), as well as the message type (brand activist or brand optimist). Further, a number of brands which have engaged in femvertising have landed in hot water when it was uncovered that their corporate practices do not align with advertising claims. This study proposes a model of women’s responses to femvertisements, which takes a number of variables into consideration, including brand-cause fit, message type, perceived brand hypocrisy, brand authenticity, brand credibility, brand trust, and attitudinal outcomes. The model is tested and validated through an experiment conducted with 440 women. Contributions to the literature, as well as managerial implications are addressed. Limitations of the study are noted and directions for future research are presented.
