• Komaldeep Randhawa

The past decade has seen the rise of women empowerment as a predominant theme in advertising in India. While these advertisements celebrate and emancipate womanhood and encourage a progressive mentality in the Indian society, there is a scarcity of factual research for the marketing implications of these advertisements, in contrast to regular advertisements. The research will try to shed light on how men view such advertisement and whether femvertising is contributing to alter the traditional Indian mindsets. The research will try to understand the effects of femvertising on men’s attitudes of the brand and also on brand equity of brands that employ femvertising. The study has been conducted in five major cities of Punjab i.e Patiala, Jalandar, Bathinda, Amritsar, Ludhiana. The present study is primary data based. The data was collected through investigator administered structured questionnaire. A sample of 500 participants was selected based on the criteria of gender (males older than 18) and brand awareness in Punjab. The key discovery of this research was that fem-vertising positively contributes to altering the attitude of men in Punjab. Brand equity also proved to be significantly impacted by fem-vertising. According to the research, brand equity which is studied with the help of factors like loyalty, awareness, association and perception disclosed that the respondents thought that using fem-vertising is a good strategy and such brands are also easy to recall.

Brand activism, brand image, femvertising, brand equity, attitude towards brands

"An exploration of men’s attitude regarding brands pursuing brand activism through femvertising ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 6, page no.c286-c294, June-2021, Available :http://www.jetir.org/papers/JETIR2106311.pdf

"An exploration of men’s attitude regarding brands pursuing brand activism through femvertising ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 6, page no. ppc286-c294, June-2021, Available at : http://www.jetir.org/papers/JETIR2106311.pdf