Queer ad for the straight eye : the extent of brand personality on the impact of out-group advertising on brand equity

E. Jacobson

This study aims to examine a majority social group interacting with the ad imagery depicting a minority social group to affect customer-based brand equity in terms brand attitude and purchase intentions of the brand advertised. In addition, the extent of the moderating effect of brand personality based on gender dimensions on this relationship is researched. Hence the main objective is to find under which conditions such depictions are feasible for brands targeting the homosexual community without alienating the mainstream. The research design experimentally manipulated advertising imagery. Results suggest that in-group ad imagery scores higher on brand attitude and purchase intentions than outgroup ad imagery. We also found evidence that higher felt group belonging of out-group ad imagery to negatively affect brand attitude and purchase intentions. In addition, results suggest that masculine brands in combination with out-group ad imagery report lower scores of brand attitude, compared to combinations with the other brand personalities. Furthermore, brands with an undifferentiated brand personality exposing out-group ad imagery are significantly more likely to report higher scores of purchase intentions than other brand personalities. Implications of the findings are discussed.