The influence of gender focus on purchase intention and brand attachment: a qualitative study of condom advertisements

• Catalina González - Cabrera Universidad del Azuay
• Constanza Figueroa Cordero Universidad del Azuay

Keywords: Brand attachment, condom advertising, gender stereotypes, purchase intention

Abstract

This qualitative research analyzed condom advertisements on Instagram with and without gender stereotypes for three months. Then, through focus groups with female participants aged 18 to 25, we sought to identify whether condom advertisements without stereotypes attract more than advertisements with stereotypes, and if this influenced brand attachment and purchase intention of the product. The results showed that young women changed their position towards brands that contained stereotypical advertising and classified them as vulgar, negative and unhelpful, while inclusive brands increased brand attachment and purchase intention. These findings are important for the development of non-stereotype advertising content.