Analysis and assessment of impact of LGBTQ themes in advertisements and development of a guideline on the level of LGBTQ elements for a successful campaign

Abstract

Brand Cause Fit Brand-cause fit, also known as brand-cause alignment or brand-cause congruence, refers to the extent to which a brand's identity, values, and image align with a particular social or environmental cause that the brand supports or advocates for in its marketing efforts. This alignment between the brand and the cause is a critical factor in influencing consumer perceptions and behaviors, particularly in the context of cause-related marketing and brand activism. Brand-cause fit helps determine the authenticity and credibility of a brand's involvement with a cause and, in turn, impacts consumer trust, support, and purchase intentions.

Brand Personalities Drawing from Jennifer L. Aaker’s paper “Dimensions of Brand Personality” we would like to utilise the theory that consumers relate to brands by attributing human-like personality traits to them. Aaker identifies five core dimensions of “brand personality- sincerity (domestic, honest, genuine, cheerful), excitement (Daring, spirited, imaginative, up-to-date), competence (Reliable, responsible, dependable, efficient), sophistication (Glamourous, pretentious, charming, romantic), and ruggedness (Tough, strong, outdoorsy, rugged).” Each of these personalities is characterized by a specific set of traits and emotions. She backs her theory with her research in this paper. The managerial and practical implications include companies seeking to establish stronger emotional connections with consumers and assessment of consumer-brand relationships through the lens of these personalities.

Product Types In cause-related marketing research, two primary product types are often compared: hedonic and utilitarian products. Hedonic products, like ice cream, are those that consumers purchase for the enjoyment, sensory pleasure, and emotional fulfillment they provide. Utilitarian products, such as toilet paper, serve practical or functional needs and are chosen based on rational considerations. (Chang, 2008, 2012; Chang and Chen, 2017; Chang and Liu, 2012; Strahilevitz, 1999; Strahilevitz and Myers, 1998)