An exploratory study of the attitude of young vietnamese consumers toward the usage of sex appeal advertising in cosmetic category

Luong Thi Hue (2023) An exploratory study of the attitude of young vietnamese consumers toward the usage of sex appeal advertising in cosmetic category. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis investigates Generation Z's attitudes towards sex appeal in cosmetics advertising in Vietnam, focusing on three main objectives: understanding their attitudes, finding their preferences, and examining factors for brands consideration. Positive attitudes were revealed in an exploratory survey with 141 valid responses, with findings that sex appeal advertising have some emotional and behavioural effects on marketing actions such as learning about products, considering purchase and sharing products. However, inappropriate sex appeal advertisements may result in brand switching, although cognitive alignment with cultural values has been seen. Low level of nudity in ads is cultural compatibility, and gender preferences differ. Cultural sensitivity, balanced and creative content, appropriatesegmentation, ethics, and adaptability are key important factors for brands that should carefully consider when applying sex appeal advertising in Vietnam. These findings offer insights to provide guidance for effective sex appeal advertising in the Vietnamese cosmetics industry.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Attitude, beauty products, cosmetic brands, nudity, Sex appeal advertising, Vietnam, z generation
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 15:05
Utolsó módosítás:	2024. Feb. 20. 15:05

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