Does Advertising Based on Gender Equality Work and Which Consumer Groups Should Be Addressed?

In this paper, we examine gender equality as one aspect of CSR that can be used for innovative image advertising. We identify two consumer groups that differ with regard to their internalization of gender equality and thus regarding their reactions to an image campaign that is based on gender equality. [to cite]: Silke Bambauer-Sachse and Zoltan Horvath http://www.acrwebsite.org/volumes/15782/volumes/v38/NA-38 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/. 249 Advances in Consumer Research Volume 38, © 2012 ABSTRACT In this paper, we examine gender equality as one aspect of CSR that can be used for innovative image advertising. We identify two consumer groups that differ with regard to their internalization of gender equality and thus regarding their reactions to an image campaign that is based on gender equality

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