EFEITOS DAS IMAGENS PUBLICITÁRIAS DA MODA
Keywords:
Marketing, Comportamento do consumidor, Propaganda, ModaAbstract
This article aims to analyze the effects of different fashion advertising images on consumers' purchase intention, willingness to pay, and perception of product quality. Descriptive and quantitative research was carried out, and data collection was carried out through an experimental method. Three scenarios were analyzed, as follows: Scenario 1: product with a real woman (38 participants); Scenario 2: product with a stereotyped woman (45 participants); and Scenario 3: control group, product only (38 participants). The analysis proceeded using univariate and bivariate statistics. The results show that the control group, where the product (clothing) was presented without the insertion of the female image, presents a greater perception of quality and a greater willingness to pay - compared to the scenarios that use the image of women (real and stereotyped). It is concluded that the use of real women in the images of fashion advertising campaigns does not have positive effects on the willingness to pay, purchase intention, or the perception of product quality.
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