Please use this identifier to cite or link to this item:
http://hdl.handle.net/10071/24507| Author(s): | Pinho, A. Loureiro, S. M. C. |
| Date: | 2021 |
| Title: | The long-feared backlashes of targeting LGBT+ consumers: What can fashion brands expect when using immersive technologies in advertising? |
| Pages: | 192 - 203 |
| Event title: | 2021 GFMC/KSMS International Conference at Seoul "Fashion, Design & Marketing Management in the Digital Environment" |
| ISSN: | 2288-825X |
| DOI (Digital Object Identifier): | 10.15444/GFMC2021.03.04.06 |
| Keywords: | Fashion brand Advertising LGBT Immersive technologies |
| Abstract: | Companies are still afraid of targeting LGBTI+ population. To extend research, authors apply sequential studies to explore the immediate and long-term effects of LGBTI+ imagery in fashion brands. Built on Stimulus-Organism-Response Model, authors present advertisements in print and immersive technology formats and measure viewers’ self- reported answers and physical changes. |
| Peerreviewed: | yes |
| Access type: | Open Access |
| Appears in Collections: | BRU-CRI - Comunicações a conferências internacionais |
Files in This Item:
| File | Size | Format | |
|---|---|---|---|
| conferenceobject_85023.pdf | 534,81 kB | Adobe PDF | View/Open |
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