Publication
Representation matters: LGBTQI+ representation in brands’ advertising
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Nogueira, Mafalda | |
| dc.contributor.author | Lopes, Rita Antunes Rebelo Coimbra | |
| dc.date.accessioned | 2022-09-05T13:46:58Z | |
| dc.date.available | 2022-09-05T13:46:58Z | |
| dc.date.issued | 2022-07-06 | |
| dc.description.abstract | Nowadays, diversity is a major component of competitive advantage for brands, and so they incorporate social messages such as LGBTQIA+ equality into their advertising, as a means of differentiation. Moreover, the LGBTQIA+ market is currently estimated to be worth $18 trillion globally. Hence, the main goal of this dissertation is to explore how LGBTQIA+ consumers respond to brands’ LGBTQIA+ representation in advertising. In order to do so, as this is a qualitative study, 25 semi-structured interviews were conducted, making use of a diverse sample of LGBTQIA+ consumers. Data was analyzed using Bardin’s Content Analysis technique. Results show that there is still a lack of diverse and inclusive LGBTQIA+ representation in advertising and that actually appeals to this group of consumers. Additionally, brands must make a whole-hearted long-term effort to the LGBTQIA+ community, not only in their advertising but also as one of their core values. Finally, various recommendations are given to companies for them to become truly LGBTQIA+ friendly. | pt_PT |
| dc.identifier.tid | 203056876 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/41720 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Advertising | pt_PT |
| dc.subject | LGBTQIA+ Representation | pt_PT |
| dc.subject | Consumer Behavior | pt_PT |
| dc.subject | Consumer Perceptions | pt_PT |
| dc.subject | Brand Activism | pt_PT |
| dc.title | Representation matters: LGBTQI+ representation in brands’ advertising | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |