Abstract
Given the uptick in brands employing femvertisements, it is important to better understand factors that influence the success of these campaigns. Research shows that brands with female target markets reap greater rewards from femvertising due to high brand-cause fit. Brands that femvertise and "practice what they preach" by supporting women's causes more holistically likely have greater outcomes relative to other brands with actions that suggest hypocrisy, such as when their corporate practices do not support their advertised claims. This study proposes a model of women's responses to femvertisements that examines how two situational brand factors, brand-cause fit and brand hypocrisy (or say-do fit), impact perceived brand hypocrisy, brand authenticity, brand credibility, and brand trust. The model is tested through two studies with a sample size of 353 and 292 participants). Results suggest that consumers perceive brands with low say-do fit as hypocritical, resulting in negative effects on brand trust, credibility, and authenticity, which in turn affects brand attitudes. Among those brands with low say-do fit, high brand-cause fit may act as a buffer because consumers see such brands as less hypocritical than those with low brand-cause fit. Managerial implications are addressed herein, as well as contributions to the literature. Study limitations are noted, and directions for future research are presented.