The Consumer perception of homosexual advertising models on brand perception and purchase intention

Author

Mushawa, Sharon

Title

The Consumer perception of homosexual advertising models on brand perception and purchase intention

Abstract

The study explores the impact of homosexual advertising models on brand perception and purchase intention among rural consumers in Mt Darwin. A causal research design was employed to determine the relationship between homosexual advertising models, brand perception, and purchase intention. Data was collected using a questionnaire. To measure attitudes toward homosexuality, the researcher applied the Gender Differences Scale developed by K. Gozali (2002). Purchase intention was assessed using the Purchase Intention Scale by Ruth N. Bolton and Yoram Wind. Attitudes toward advertisers were measured using the Attitude toward the Advertiser (AAd) Scale developed by Mackenzie and Lutz (1989). The study involved a sample size of 250 rural respondents. Data analysis was conducted using simple linear bivariate regression with the Statistical Package for Social Science (SPSS) version 20 and Amos. Results were presented in tables and figures. Hypothesis testing revealed a negative relationship between consumers and brands represented by homosexual advertising models. The findings obtained from the data analysis were then linked to the objectives of the study. These objectives included examining the relationship between brand perception of homosexual advertising models and purchase intention, investigating the association between attitudes towards advertising models and purchase intention and finally the correlation between brand image of homosexual advertising models and purchase intention.

Date

June 2024

Publisher

BUSE

Keywords

Consumer perception

Brand perception

Purchase intention

Homosexual advertising models

Supervisor

N/A