Consumer psychographic and demographic characteristics towards female endorsement in advertising
DOI:
https://doi.org/10.37134/mrj.vol8.4.2019Keywords:
Advertisement, Women Endorsement, Consumers’ Perception, Psychological Factors, Demographic FactorsAbstract
Nowadays advertising has become a lifeline for business and endorsement of a females in advertising has become an unavoidable fact. Over a few decades, a wide range of researches have been carried out on female role portrayal in advertisements however, the role of demographic factors to moderate the relationship between consumer attitudes and responses towards female endorsement in print advertisement is yet to examine. Therefore, the objective of this study was to examine the role of demographic factors as a moderator to influence the response towards female endorsement in print advertisements. A survey was administered on 296 respondents from urban cities of Pakistan through questionnaires. The major findings of this study are that gender, income, education and geographic location do not moderate the relationship between attitude and response towards female endorsement in print advertisement. It was also found that male consumers as compared to females perceive that the presence of a female endorser in a billboard grabs their attention, increases their interest and desire, makes the commercial more memorable and keeps them aware of the brand name of the product. But female consumer’s perception is that the female endorser in a billboard increases their possibility of buying the endorsed product more as compared to male consumers.
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References
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Ali, S., & Shahwar, D. (2011). Men, women and TV Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of media and communications studies, 3(4), 151-159.
Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29(3), 69-82.
Anjum, A., More, V., & Ghouri, A. M. (2012). Social media marketing: a paradigm shift in business. International Journal of Economics Business and Management Studies, 1(3), 96-103.
Belkaoui, A., & Belkaoui, J. M. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. Journal of Marketing Research, 168-172.
Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women in US television commercials: A recent content analysis and trends over 15 years. Sex roles, 18(9-10), 595-609.
Calfee, J. E., & Ringold, D. J. (1994). The 70% majority: Enduring consumer beliefs about advertising. Journal of public policy & marketing, 228-238.
Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers: Insight and Ideas for Responsible Marketers, 14(2), 167-179.
Cheng, H. (1997). Holding up Half of the Sky? A Sociocultural Comparison of Gender‐Role Portrayals in Chinese and US Advertising. International Journal of Advertising, 16(4), 295-319.
Courtney, A. E., & Lockeretz, S. W. (1971). A woman's place: An analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, 8(1), 92-95.
Courtney, A. E., & Whipple, T. W. (1974). Women in TV commercials. Journal of Communication, 24(2), 110-118.
DeYoung, S., & Crane, F. G. (1992). Females’ attitudes toward the portrayal of women in advertising: A Canadian study. International Journal of Advertising, 11(3), 249-255.
Dominick, J. R., & Rauch, G. E. (1972). The image of women in network TV commercials. Journal of Broadcasting & Electronic Media, 16(3), 259-265.
Erdogan, B. Z. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management, 15(4), 291-314.
Ford, J. B., & LaTour, M. S. (1996). Contemporary female perspectives of female role portrayals in advertising. Journal of Current Issues & Research in Advertising, 18(1), 81-95.
Ford, J. B., Voli, P. K., Honeycutt Jr, E. D., & Casey, S. L. (1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27(1), 113-124.
Frith, K. T., Cheng, H., & Shaw, P. (2004). Race and beauty: A comparison of Asian and Western models in women's magazine advertisements. Sex Roles, 50(1-2), 53-61.
Furnham, A., Babitzkow, M., & Uguccioni, S. (2000). Gender stereotyping in television advertisements: a study of French and Danish television. Genetic, social, and general psychology monographs, 126(1), 79-104.
Gaied, A. M., & Rached, K. S. B. (2010). The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising. IBIMA Business Review, 2010.
Ghouri, A. M., & Mani, V. (2019). Role of real-time information-sharing through SaaS: An industry 4.0 perspective. International Journal of Information Management, 49, 301-315.
Ghouri, A. M., Khan, N. U., Malik, M. A., & Razzaq, A. (2011). Marketing practices and their effects on firm’s performance: Findings from small and medium sized catering and restaurants in Karachi. International Journal of Business and Management, 6(5), 251-259.
Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis (5th ed.). New York: Macmillan.
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Hawkins, J. W., & Aber, C. S. (1993). Women in advertisements in medical journals. Sex Roles, 28(3-4), 233-242.
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's value survey. Journal of cross-cultural psychology, 15(4), 417-433.
Holtzhausen, T., Jordaan, Y., & North, E. J. (2011). The portrayal of women in South African television commercials. Southern African Business Review, 15(3), 167-183.
Hong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural differences and advertising expression: a comparative content analysis of Japanese and US magazine advertising. Journal of Advertising, 16(1), 55-68.
Hudha, N., & Asmirandi & Hidayat, A. (2009). Study Of Consumer Attitudes Toward Television Advertising Using Celebrity Endoser. Siasat Bisnis, 29(3), 217-232.
Ibroscheva, E. (2007). Caught between east and west? Portrayals of gender in Bulgarian television advertisements. Sex Roles, 57(5-6), 409-418.
Kalliny, M., & Gentry, L. (2007). Cultural values reflected in Arab and American television advertising. Journal of Current Issues & Research in Advertising, 29(1), 15-32.
Khraim, H. (2012). Jordanian male consumers' attitude towards using women in advertisement. International journal of Business and Social Science, 3(2).
Kim, K., & Lowry, D. T. (2005). Television commercials as a lagging social indicator: Gender role stereotypes in Korean television advertising. Sex Roles, 53(11-12), 901-910.
Lamb, D. (1987). The Arabs Journey Beyond. New York: Random House, 26, 24.
Leiss, W. (2013). Social communication in advertising: Consumption in the mediated marketplace.
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. Journal of Advertising, 31(3), 43-57.
Lin, Y., Koroglu, D., & Olson, L. (2012). The influence of cultural values in advertising: Examples from China and the United States. International conference on communication, media, technology and design. 435-441.
Lundstrom, W. J., & Sciglimpaglia, D. (1977). Sex role portrayals in advertising. The Journal of Marketing, 72-79.
Lyle, J., & Hoffman, H. R. (1972). Explorations in patterns of television viewing. Television and Social Behavior: Television in day-to-day life: patterns of use, 4, 257.
Lysonski, S. (1983). Female and male portrayals in magazine advertisements: A re-examination. Akron Business and Economic Review, 14(3), 45-50.
Manstead, A. S., & McCulloch, C. (1981). Sex‐role stereotyping in British television advertisements. British Journal of Social Psychology, 20(3), 171-180.
Michell, P. C., & Taylor, W. (1990). Polarising trends in female role portrayals in UK advertising. European Journal of Marketing, 24(5), 41-49.
Mitchell, Andrew A. (1986), "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitudes Toward the Advertisement," Journal of Consumer Research, 13 (June), 12-24.
Mortimer, K., & Grierson, S. (2010). The relationship between culture and advertising appeals for services. Journal of Marketing Communications, 16(3), 149-162.
Mueller, B. (2008). Communicating with the multicultural consumer: Theoretical and practical perspectives.
Nassif, A., & Gunter, B. (2008). Gender representation in television advertisements in Britain and Saudi Arabia. Sex Roles, 58(11-12), 752-760.
O’Mahony, Sheila, and Meenaghan, Tony (1997/1998). The impact of celebrity endorsements on consumers, Irish Marketing Review, 10, 15-24.
Patzer, G. L. (1983) An experiment investigating the influence of communicator physical attractiveness on attitudes. In Patrick E. Murphy et al. (Eds.), Proceedings of AMA educators’ conference. pp. 25–29.
Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17, 217–225.
Preacher, K. J., Curran, P. J., & Bauer, D. J. (2006). Computational tools for probing interactions in multiple linear regression, multilevel modeling, and latent curve analysis. Journal of educational and behavioral statistics, 31(4), 437-448.
Premeaux, S. R. (2009). The attitudes of middle class versus upper class male and female consumers regarding the effectiveness of celebrity endorsers. Journal of Promotion Management, 15(1-2), 2-21.
Reichert, T., & Lambiase, J. (2003). How to get “kissably close”: Examining how advertisers appeal to consumers’ sexual needs and desires. Sexuality and culture, 7(3), 120-136.
Robson, Collin. (1993). Real World Research. A Resource for Social Scientists and Practitioner-Researchers. Oxford: Blackwell.
Rossiter, J. R., & Percy, L. (1980). Attitude change through visual imagery in advertising. Journal of Advertising, 9(2), 10-16.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Salem, M., Baidoun, S., Walsh, G. and Sweidan, N. (2019), "The effect of female portrayal in advertising on the Palestinian females purchase decision", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2017-0099
Shahwar, D. (2013). A Study of Audience Perception about the Portrayal of Women in Advertisement of Pakistani Electronic Media. Issues, 1(2).
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
Singleton, R. A., & Straits, B. C. (2005). Approaches to social research (4th ed.). New York: Oxford University Press.
So, S. L. M. (2004). A comparative content analysis of women's magazine advertisements from Hong Kong and Australia on advertising expressions. Journal of Current Issues & Research in Advertising, 26(1), 47-58.
Soley, L., & Kurzbard, G. (1986). Sex in advertising: A comparison of 1964 and 1984 magazine advertisements. Journal of Advertising, 15(3), 46-64.
St James, M. (2010). Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Advertising. Journal of Business & Economics Research (JBER), 8(1).
Sullivan, G. L., & O'Connor, P. J. (1988). Women's role portrayals in magazine advertising: 1958–1983. Sex roles, 18(3-4), 181-188.
Sumita, U., & Isogai, R. (2009). Development of e-marketing contract structure based on consumer-generated contents and its optimal strategy. Department of social systems and management discussion paper series
Tiwari, D. K., & Raj, P. Y. (2019). Portrayal of women on TV: Inception of change. International Journal of Research in Social Sciences, 9(5), 139-145.
Trochim, W. M. K. (2001). Research methods knowledge base. Cincinnati, OH: Atomicdog Publishing.
Tudin, R., & Nawawi, M. F. B. (2010). Influences of humour advertisement towards consumers’attitude: case study in Sarawak.
Usman, M., Ilyas, S., Hussain, M. F., & Qureshi, T. M. (2010). General attitude towards advertising: cultural influence in Pakistan. International Journal of Marketing Studies, 2(2), p. 124.
Venkatesan, M., & Losco, J. (1975). Women in magazine ads: 1959-1971. Journal of Advertising Research.
Wagner, L. C., & Banos, J. B. (1973). A woman's place: A follow-up analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, 10(2), 213-214.
Wang, C. L., & Chan, A. K. (2001). A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements. International Marketing Review, 18(2), 145-160.
Wee, C. H., Choong, M. L., & Tambyah, S. K. (1995). Sex role portrayal in television advertising: A comparative study of Singapore and Malaysia. International Marketing Review, 12(1), 49-64.
Wei, P. S., & Lu, H. P. (2012). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behaviour. Computers in Human Behavior. 29(1), 193-201
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
Weinberger, M. G., Petroshius, S. M., & Westin, S. A. (1979). Twenty years of women in magazine advertising: An update. In 1979 American Marketing Association Educators’ Conference Proceedings (pp. 1-5).
Wells, W., Burnett, J., & Moriarty, S. esidi kedua. 1992. Advertising: Principles and Practice.
Wiles, J. A., Wiles, C. R., & Tjernlund, A. (1995). A comparison of gender role portrayals in magazine advertising: The Netherlands, Sweden and the USA. European Journal of Marketing, 29(11), 35-49.
Wilson, M. E. (1996). Arabic speakers: Language and culture, here and abroad. Topics in Language Disorders, 16(4), 65-80.
Wortzel, L. H., & Frisbie, J. M. (1974). Women's role portrayal preferences in advertisements: An empirical study. The Journal of Marketing, 41-46.
Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management, 30(1), 389-415.
Zikmund, W. G. (2003). Business research methods (7th ed.). Mason, OH: Thompson South-Western.
Ali, A., Ali, R., Kumar, D., Hafeez, M. H., & Ghufran, B. (2012). Gender role portrayal in television advertisement: Evidence from Pakistan. Information Management and Business Review, 4(6), 340-351.
Ali, S., & Shahwar, D. (2011). Men, women and TV Ads: The representation of men and women in the advertisements of Pakistani electronic media. Journal of media and communications studies, 3(4), 151-159.
Al-Olayan, F. S., & Karande, K. (2000). A content analysis of magazine advertisements from the United States and the Arab world. Journal of Advertising, 29(3), 69-82.
Anjum, A., More, V., & Ghouri, A. M. (2012). Social media marketing: a paradigm shift in business. International Journal of Economics Business and Management Studies, 1(3), 96-103.
Belkaoui, A., & Belkaoui, J. M. (1976). A comparative analysis of the roles portrayed by women in print advertisements: 1958, 1970, 1972. Journal of Marketing Research, 168-172.
Bretl, D. J., & Cantor, J. (1988). The portrayal of men and women in US television commercials: A recent content analysis and trends over 15 years. Sex roles, 18(9-10), 595-609.
Calfee, J. E., & Ringold, D. J. (1994). The 70% majority: Enduring consumer beliefs about advertising. Journal of public policy & marketing, 228-238.
Chan, K., Ng, Y. L., & Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers: Insight and Ideas for Responsible Marketers, 14(2), 167-179.
Cheng, H. (1997). Holding up Half of the Sky? A Sociocultural Comparison of Gender‐Role Portrayals in Chinese and US Advertising. International Journal of Advertising, 16(4), 295-319.
Courtney, A. E., & Lockeretz, S. W. (1971). A woman's place: An analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, 8(1), 92-95.
Courtney, A. E., & Whipple, T. W. (1974). Women in TV commercials. Journal of Communication, 24(2), 110-118.
DeYoung, S., & Crane, F. G. (1992). Females’ attitudes toward the portrayal of women in advertising: A Canadian study. International Journal of Advertising, 11(3), 249-255.
Dominick, J. R., & Rauch, G. E. (1972). The image of women in network TV commercials. Journal of Broadcasting & Electronic Media, 16(3), 259-265.
Erdogan, B. Z. (1999). Celebrity endorsement: a literature review. Journal of Marketing Management, 15(4), 291-314.
Ford, J. B., & LaTour, M. S. (1996). Contemporary female perspectives of female role portrayals in advertising. Journal of Current Issues & Research in Advertising, 18(1), 81-95.
Ford, J. B., Voli, P. K., Honeycutt Jr, E. D., & Casey, S. L. (1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27(1), 113-124.
Frith, K. T., Cheng, H., & Shaw, P. (2004). Race and beauty: A comparison of Asian and Western models in women's magazine advertisements. Sex Roles, 50(1-2), 53-61.
Furnham, A., Babitzkow, M., & Uguccioni, S. (2000). Gender stereotyping in television advertisements: a study of French and Danish television. Genetic, social, and general psychology monographs, 126(1), 79-104.
Gaied, A. M., & Rached, K. S. B. (2010). The Persuasive Effectiveness of Famous and Non Famous Endorsers in Advertising. IBIMA Business Review, 2010.
Ghouri, A. M., & Mani, V. (2019). Role of real-time information-sharing through SaaS: An industry 4.0 perspective. International Journal of Information Management, 49, 301-315.
Ghouri, A. M., Khan, N. U., Malik, M. A., & Razzaq, A. (2011). Marketing practices and their effects on firm’s performance: Findings from small and medium sized catering and restaurants in Karachi. International Journal of Business and Management, 6(5), 251-259.
Hair, J. F., Anderson, R. E., Tatham, R. L., Black, W. C. (1998). Multivariate data analysis (5th ed.). New York: Macmillan.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
Hawkins, J. W., & Aber, C. S. (1993). Women in advertisements in medical journals. Sex Roles, 28(3-4), 233-242.
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's value survey. Journal of cross-cultural psychology, 15(4), 417-433.
Holtzhausen, T., Jordaan, Y., & North, E. J. (2011). The portrayal of women in South African television commercials. Southern African Business Review, 15(3), 167-183.
Hong, J. W., Muderrisoglu, A., & Zinkhan, G. M. (1987). Cultural differences and advertising expression: a comparative content analysis of Japanese and US magazine advertising. Journal of Advertising, 16(1), 55-68.
Hudha, N., & Asmirandi & Hidayat, A. (2009). Study Of Consumer Attitudes Toward Television Advertising Using Celebrity Endoser. Siasat Bisnis, 29(3), 217-232.
Ibroscheva, E. (2007). Caught between east and west? Portrayals of gender in Bulgarian television advertisements. Sex Roles, 57(5-6), 409-418.
Kalliny, M., & Gentry, L. (2007). Cultural values reflected in Arab and American television advertising. Journal of Current Issues & Research in Advertising, 29(1), 15-32.
Khraim, H. (2012). Jordanian male consumers' attitude towards using women in advertisement. International journal of Business and Social Science, 3(2).
Kim, K., & Lowry, D. T. (2005). Television commercials as a lagging social indicator: Gender role stereotypes in Korean television advertising. Sex Roles, 53(11-12), 901-910.
Lamb, D. (1987). The Arabs Journey Beyond. New York: Random House, 26, 24.
Leiss, W. (2013). Social communication in advertising: Consumption in the mediated marketplace.
Li, H., Daugherty, T., & Biocca, F. (2002). Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: the mediating role of presence. Journal of Advertising, 31(3), 43-57.
Lin, Y., Koroglu, D., & Olson, L. (2012). The influence of cultural values in advertising: Examples from China and the United States. International conference on communication, media, technology and design. 435-441.
Lundstrom, W. J., & Sciglimpaglia, D. (1977). Sex role portrayals in advertising. The Journal of Marketing, 72-79.
Lyle, J., & Hoffman, H. R. (1972). Explorations in patterns of television viewing. Television and Social Behavior: Television in day-to-day life: patterns of use, 4, 257.
Lysonski, S. (1983). Female and male portrayals in magazine advertisements: A re-examination. Akron Business and Economic Review, 14(3), 45-50.
Manstead, A. S., & McCulloch, C. (1981). Sex‐role stereotyping in British television advertisements. British Journal of Social Psychology, 20(3), 171-180.
Michell, P. C., & Taylor, W. (1990). Polarising trends in female role portrayals in UK advertising. European Journal of Marketing, 24(5), 41-49.
Mitchell, Andrew A. (1986), "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitudes Toward the Advertisement," Journal of Consumer Research, 13 (June), 12-24.
Mortimer, K., & Grierson, S. (2010). The relationship between culture and advertising appeals for services. Journal of Marketing Communications, 16(3), 149-162.
Mueller, B. (2008). Communicating with the multicultural consumer: Theoretical and practical perspectives.
Nassif, A., & Gunter, B. (2008). Gender representation in television advertisements in Britain and Saudi Arabia. Sex Roles, 58(11-12), 752-760.
O’Mahony, Sheila, and Meenaghan, Tony (1997/1998). The impact of celebrity endorsements on consumers, Irish Marketing Review, 10, 15-24.
Patzer, G. L. (1983) An experiment investigating the influence of communicator physical attractiveness on attitudes. In Patrick E. Murphy et al. (Eds.), Proceedings of AMA educators’ conference. pp. 25–29.
Petroshius, S. M., & Crocker, K. E. (1989). An empirical analysis of spokesperson characteristics on advertisement and product evaluations. Journal of the Academy of Marketing Science, 17, 217–225.
Preacher, K. J., Curran, P. J., & Bauer, D. J. (2006). Computational tools for probing interactions in multiple linear regression, multilevel modeling, and latent curve analysis. Journal of educational and behavioral statistics, 31(4), 437-448.
Premeaux, S. R. (2009). The attitudes of middle class versus upper class male and female consumers regarding the effectiveness of celebrity endorsers. Journal of Promotion Management, 15(1-2), 2-21.
Reichert, T., & Lambiase, J. (2003). How to get “kissably close”: Examining how advertisers appeal to consumers’ sexual needs and desires. Sexuality and culture, 7(3), 120-136.
Robson, Collin. (1993). Real World Research. A Resource for Social Scientists and Practitioner-Researchers. Oxford: Blackwell.
Rossiter, J. R., & Percy, L. (1980). Attitude change through visual imagery in advertising. Journal of Advertising, 9(2), 10-16.
Roy, S., Jain, V., & Rana, P. (2013). The moderating role of consumer personality and source credibility in celebrity endorsements. Asia-Pacific Journal of Business Administration, 5(1), 72-88.
Salem, M., Baidoun, S., Walsh, G. and Sweidan, N. (2019), "The effect of female portrayal in advertising on the Palestinian females purchase decision", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-09-2017-0099
Shahwar, D. (2013). A Study of Audience Perception about the Portrayal of Women in Advertisement of Pakistani Electronic Media. Issues, 1(2).
Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11/12), 1509-1526.
Singleton, R. A., & Straits, B. C. (2005). Approaches to social research (4th ed.). New York: Oxford University Press.
So, S. L. M. (2004). A comparative content analysis of women's magazine advertisements from Hong Kong and Australia on advertising expressions. Journal of Current Issues & Research in Advertising, 26(1), 47-58.
Soley, L., & Kurzbard, G. (1986). Sex in advertising: A comparison of 1964 and 1984 magazine advertisements. Journal of Advertising, 15(3), 46-64.
St James, M. (2010). Female Sports Celebrities Targeting Female Teenagers: A Content Analysis Of Magazine Advertising. Journal of Business & Economics Research (JBER), 8(1).
Sullivan, G. L., & O'Connor, P. J. (1988). Women's role portrayals in magazine advertising: 1958–1983. Sex roles, 18(3-4), 181-188.
Sumita, U., & Isogai, R. (2009). Development of e-marketing contract structure based on consumer-generated contents and its optimal strategy. Department of social systems and management discussion paper series
Tiwari, D. K., & Raj, P. Y. (2019). Portrayal of women on TV: Inception of change. International Journal of Research in Social Sciences, 9(5), 139-145.
Trochim, W. M. K. (2001). Research methods knowledge base. Cincinnati, OH: Atomicdog Publishing.
Tudin, R., & Nawawi, M. F. B. (2010). Influences of humour advertisement towards consumers’attitude: case study in Sarawak.
Usman, M., Ilyas, S., Hussain, M. F., & Qureshi, T. M. (2010). General attitude towards advertising: cultural influence in Pakistan. International Journal of Marketing Studies, 2(2), p. 124.
Venkatesan, M., & Losco, J. (1975). Women in magazine ads: 1959-1971. Journal of Advertising Research.
Wagner, L. C., & Banos, J. B. (1973). A woman's place: A follow-up analysis of the roles portrayed by women in magazine advertisements. Journal of Marketing Research, 10(2), 213-214.
Wang, C. L., & Chan, A. K. (2001). A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements. International Marketing Review, 18(2), 145-160.
Wee, C. H., Choong, M. L., & Tambyah, S. K. (1995). Sex role portrayal in television advertising: A comparative study of Singapore and Malaysia. International Marketing Review, 12(1), 49-64.
Wei, P. S., & Lu, H. P. (2012). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behaviour. Computers in Human Behavior. 29(1), 193-201
Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
Weinberger, M. G., Petroshius, S. M., & Westin, S. A. (1979). Twenty years of women in magazine advertising: An update. In 1979 American Marketing Association Educators’ Conference Proceedings (pp. 1-5).
Wells, W., Burnett, J., & Moriarty, S. esidi kedua. 1992. Advertising: Principles and Practice.
Wiles, J. A., Wiles, C. R., & Tjernlund, A. (1995). A comparison of gender role portrayals in magazine advertising: The Netherlands, Sweden and the USA. European Journal of Marketing, 29(11), 35-49.
Wilson, M. E. (1996). Arabic speakers: Language and culture, here and abroad. Topics in Language Disorders, 16(4), 65-80.
Wortzel, L. H., & Frisbie, J. M. (1974). Women's role portrayal preferences in advertisements: An empirical study. The Journal of Marketing, 41-46.
Yang, W. (2018). Star power: the evolution of celebrity endorsement research. International Journal of Contemporary Hospitality Management, 30(1), 389-415.
Zikmund, W. G. (2003). Business research methods (7th ed.). Mason, OH: Thompson South-Western.
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2019-12-10
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ul Haq, M. A., Rehman Khan, M., Mujahid Ghouri, A., & Nallaluthan, K. (2019). Consumer psychographic and demographic characteristics towards female endorsement in advertising. Management Research Journal, 8, 41–57. https://doi.org/10.37134/mrj.vol8.4.2019
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