The role of narrative transportation in LGBT-themed advertising on brand affect

• Main Authors: Murad, Noel Sajud I., Carillo, Eunice
• Format: text
• Published: Animo Repository 2017
• Subjects: Sexual minorities in advertising; Advertising and Promotion Management; Lesbian, Gay, Bisexual, and Transgender Studies
• Online Access: https://animorepository.dlsu.edu.ph/faculty_research/10904
• Institution: De La Salle University

There is a dearth of literature conducted in Asian countries to validate earlier studies conducted in USA that suggest heterosexual consumers have lower favorable responses for brands and advertisements that feature LGBT themes, resulting in lower purchase intentions and brand evaluations (Bhat et a...