• Dr.Komaldeep Kaur Randhawa

Today's marketplace is very competitive;therefore businesses utilize their brands as strategic differentiators to draw customers away from rivals. Due to the value that the brand adds, businesses may more effectively connect with their consumers and their ideals by developing a distinctive brand. Businesses need to have a solid brand image that is consistent and meets customer expectations. Brand activism is an emerging trend where brands express their political stance in response to consumers' increasing attachment to companies that do more for them than just provide them with goods and/or services.

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

"AN EXPLORATION OF THE INFLUENCE OF FEMVERTISING ON BUYING BEHAVIOUR OF MEN ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 9, page no.a737-a751, September-2023, Available :http://www.jetir.org/papers/JETIR2309088.pdf

"AN EXPLORATION OF THE INFLUENCE OF FEMVERTISING ON BUYING BEHAVIOUR OF MEN ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 9, page no. ppa737-a751, September-2023, Available at : http://www.jetir.org/papers/JETIR2309088.pdf