Consumer responses to femvertising: evidence from a cross-cultural study

This study examines the moderating role of support for women’s rights and feminist self-identification in the brand-related effects of femvertising in a cross-cultural context. This research investigates how consumers from countries with varying gender equality indices respond to femvertising. A survey was conducted in two countries, Spain, which represents southern Europe and has a higher gender equality index, and Mexico, which represents Latin America and has a lower gender equality index. Two relevant contributions emerged from this study. First, it provides a comparative framework for identifying the main empirical findings on the brand-related effects of femvertising across different cultures. Second, it highlights that in countries with high gender equality, such as Spain, support for women’s rights negatively moderates the relationship between general attitude towards femvertising and evaluations of the presented femvertising messages. This finding suggests that consumers in these regions may be more critical and sensitive to feminist messaging. The practical implications suggest that brands should tailor their femvertising campaigns to align with the socio-cultural context of each market to ensure authenticity and consumer resonance.