Effects of feminist self-identification on femvertising strategy in Mexico

! In recent years, advertising that communicates women's empowerment and aims to eliminate gender stereotypes (femvertising) has become more important for several companies to target and appeal to female audiences. This purpose of study is twofold: first, to analyze the impact of feminist self-identification on the trust and congruence of the femvertising brand. Second, to examine the impact of trust and congruence in femvertising on attitudes toward femvertising and its subsequent impact on brand purchase intent. A quantitative, explanatory, cross-sectional study was conducted among 401 female Millenial consumers of a bottled water brand that engages in femvertising as part of its promotional communication. Structural equation analysis results show that feminist self-identification negatively affects brand trust and perceived congruence of femvertising advertising. However, brand trust and perceived congruence have a positive impact on attitudes towards femvertising, which in turn has a positive impact on purchase intention. More research still needed in the field of femvertising to develop more effective communication strategies for this target group.