MANAGEMENT SLANT
- Nonstereotyped occupational gender-role portrayals in advertising have positive effects on attitudes toward the advertisement and the brand, perceived product quality, and social connectedness.
- The findings suggest that advertisers may use nonstereotyped occupational gender-role portrayals to achieve signaling effects, in line with how consumers make inferences about brands and their offerings on the basis of how they advertise.
- Social connectedness, in turn, has a positive impact on attitudes toward the advertisement and the brand, which lends support to the growing interest in how advertising simultaneously may have a positive impact on...