Purpose

This study examined perceived brand attractiveness of and identification with fashion luxury brands given different levels of sexuality in advertisements. Sex in advertisements has become increasingly more common to generate attention and interest in fashion luxury products, with limited research on its influence on the consumer. However, the use of sexuality in luxury advertisements may counter the ethical expectations of brands by the current consumer in the United States.

Design/methodology/approach

A sample of 1,266 males and females completed a survey on brand attractiveness and identification after examining an advertisement of a luxury fashion product. Participants were assigned an advertisement that featured a same-gendered model at one of four levels of sexuality (fully clothed to nude). IBM SPSS Statistics was used to analyze the data which included descriptive statistics and a two-way multivariate analysis of variance followed by an analysis of variance.

Findings

The results indicated that less sexuality in luxury advertisements was better in generating attractiveness to and identification with the brand. The advertisements with models fully clothed were rated highest on brand attractiveness and identification. These relationships were statistically significant among groups of men and women.

Originality/value

These findings are important to scholars and marketers of luxury brands as sexuality in luxury brands continues to increase and becomes more provocative, as well as socially conscious.

中文翻译：

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奢侈时尚广告中的性别对品牌吸引力和识别度的影响

目的

这项研究考察了在广告中不同程度的性感的情况下，人们对时尚奢侈品牌的品牌吸引力和认同感。广告中的色情内容越来越普遍，以引起人们对时尚奢侈品的关注和兴趣，但对其对消费者影响的研究有限。然而，在奢侈品广告中使用性可能会违背美国当前消费者对品牌的道德期望。

设计/方法论/途径

1,266 名男性和女性样本在查看了奢侈时尚产品的广告后完成了一项关于品牌吸引力和识别度的调查。参与者被分配了一个广告，其中的同性模特具有四个性取向（全衣到裸体）之一。 IBM SPSS Statistics 用于分析数据，包括描述性统计和双向多元方差分析，然后进行方差分析。

发现

结果表明，奢侈品广告中较少的性暗示更能增强品牌的吸引力和认同感。模特全副武装的广告在品牌吸引力和识别度方面得分最高。这些关系在男性和女性群体中具有统计学意义。

原创性/价值

这些发现对于奢侈品牌的学者和营销人员来说非常重要，因为奢侈品牌中的性倾向不断增强，变得更具挑衅性和社会意识。