Document Type
Thesis
First Faculty Advisor
Dr. Sharmin Attaran
Keywords
inclusion; marketing; body positivity; purchase intention
Publisher
Bryant University
Rights Management
CC-BY-SA
Abstract
This study explores the implications of fitness apparel marketing on consumer self-esteem, attitude towards brands and ads, and purchase intention. Furthermore, this study explores the relationship between a diverse, inclusive (body size and ethnicity) model and consumer attitudes. Female participants were recruited to share their feelings towards their own personal body satisfaction, how they perceive advertisements, how they feel about the brand based on the advertisement that they view, and their intentions to buy the product. The study found that while the original hypotheses were not statistically significant, that there was a positive correlation of customers being more likely to purchase when they felt more positive about the brand, and with critical customers and purchasing the product. It was also discovered that there was a significant negative correlation between viewing a model that the participant saw as ideal and their purchase intention.
