For marketers in the field of fashion and branding, the outcomes of this study are beneficial since these could be implemented in the branding strategies of fashion brands and directly in advertising activities, where this could lead to a higher level of brand engagement with the target audience of homosexual men. I personally hope that the outcomes of this study help fashion brands to understand the homosexual male consumer better, where this leads to a situation in which they could engage with the brands according to their wants, needs, and desires. Fashion brands could include a more diverse set of male models in their advertising in order to fulfil the demand of the homosexual male consumer. By doing so, brands could engage with a broader audience by speaking to them directly by representing not only the idealized
masculine male consumer. To increase the level of acceptance in society, brands could promote a fluid form of masculinity in their advertising. Visibility could be a means in order to normalise all different types of masculinity. Respondents in this study made it clear that they demand it from brands to be transparent about what they contribute to the LGBTQ+ community, where they would like to see direct actions with more direct impact which lasts longer, instead of only representing LGBTQ+ values in their advertising during Pride Month.
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Appendices Appendix 1
Interview protocol
Topic list and potential questions for each part of the interview
Topic list part 1: Introduction
Firstly, introduce the topic shortly and say that everything will be confidential. Make sure to make the interviewee at ease.
To start off, firstly start with the topic around if the respondent could explain his own relation with fashion. Would like to hear from the respondent what his general relation is to fashion.
What motivates him to engage with fashion in general. Is he motivated by either hedonic or utilitarian motivations? Furthermore, does the respondent value it if a brand has the same values as he does? For instance, values of diversity, environmentally friendly etc. in brand values.
Possible questions for Q1:
Q1.1 Could you give me an example about how you engage with fashion in your daily life?
More specific to ask further:
Q1.2 Does looking for clothing play an important role in your life, and could you give me some examples of how you engage with fashion brands?
Q1.3 Could you explain what you think about a brand having a certain identity? à What is the role of brand values in this?
Dutch translation:
Q1.1 Kun je omschrijven hoe je met mode omgaat in je dagelijks leven?
Meer specifieke vragen om verder te vragen:
Q1.2 Speelt het zoeken naar mode items een belangrijke rol in je leven, en kun je hier voorbeelden geven waarom dit het geval is?
Q1.3 Kun je uitleggen wat je denkt over het feit dat merken een identiteit hebben? à wat spelen merkwaarden hierin?
Possible questions for Q2:
Q2.1 How does your ideal shopping experience look like? (Functional/Hedonic/symbolic)
More specific to ask further:
Q2.2 Do you prefer efficiency during your shopping experience, or do you seek for an experience while looking for clothing? Why is that the case?
Dutch translation:
Q2.1. Kun je omschrijven hoe de ideale winkel ervaring eruitziet voor jou?
(Functional/Hedonic/symbolic)
Meer specifieke vragen om verder te vragen:
Q2.2 Heb je een voorkeur voor efficiënt winkelen of ben je juist opzoek naar een echte ervaring tijdens het winkelen? Waarom is dit het geval?
Topic list part 2: Gendered advertisements and Brand engagement
In this part, I would like to hear from the respondent how gendered fashion advertisements affect brand engagement. For instance, does an ad containing very masculine traits influence brand engagement negatively and/or positively AND WHY, ask for reasoning of the respondent. Furthermore, it is interesting to hear from the interviewee if a gendered fashion ad containing non-masculine traits influences the brand engagement positively and/or negatively.
More important is to hear the reasoning WHY it does influence him. So, ask for further explanation. It is important to hear an underlaying explanation from the interviewee. Important here is to also discuss two examples with (1) containing masculine traits (powerful, well-looking, trained body) and (2) an ad containing more feminine traits (more feminine clothing, thinner, softer).
Possible questions for Q3:
Q3.1 How do you think about the fact that fashion ads could be important for you personally in need to engage with a certain fashion brand?
Case as starter
Q3.2 Please have a look at advertisement 1 (see further in document). Could you describe what you feel after seeing this advertisement. Do you think that this brand is something meant for you? Why is that the case?
Q3.3 Please have a look at advertisement 2 (see further in document). Could you again describe what you feel after seeing this advertisement? Do you think that this brand is something meant for you? Why is that the case?
Dutch translation:
Q3.1 Hoe denk je over het feit dat modeadvertenties een rol kunnen spelen in hoe jij persoonlijk verbonden voelt met bepaalde modemerken?
Case om te beginnen
Q3.2 Ik wil je vragen even te kijken naar de volgende modeadvertentie (advertentie 1). Kun je omschrijven wat je voelt na het zien van deze advertentie? Denk je na het zien van deze advertentie dat het merk jou aanspreekt? En waarom is dit het geval?
Q3.3 En nu wil ik je vragen even te kijken naar de volgende modeadvertentie (advertentie 2).
Kun je omschrijven wat je voelt na het zien van deze advertentie? Denk je na het zien van deze advertentie dat het merk jou aanspreekt en iets is voor jou? En waarom is dit het geval?
Q4:
Q4. After seeing both advertisements, what is your opinion about which ad would be most suitable for you as a homosexual man, (advertisement 1, containing more masculine traits, or advertisement 2, with non-masculine traits present. Could you elaborate your answer?)
Dutch translation:
Q4. Na het zien van beide advertenties, welke spreekt jou als homoseksuele man het meest aan?
(Plaatje 1 met meer mannelijke aspecten of juist Plaatje 2 waar minder mannelijke aspecten aanwezig zijn? Graag verduidelijk je antwoord.)
Possible questions for Q5:
Q5.1 Could you tell me more about how you engage with fashion advertisements targeted for men?
Q5.2 Could you give examples of certain brands that portray men in their advertisements where you feel engaged with?
Q5.3 Could you describe what you think of fashion advertisements containing very manly men?
Dutch translation:
Q5.1 Kun je me meer vertellen over hoe jij je aangesproken voelt door modeadvertenties die bedoeld zijn voor mannen?
Q5.2 Kun je me een voorbeeld geven van een modeadvertentie die is bedoeld voor mannen waardoor jij je persoonlijk aangesproken voelt? En waarom?
Q5.3 Kun je omschrijven wat je van modeadvertenties vindt waar erg mannelijke mannen in voorkomen?
Topic list part 3: Role of subjective well-being and contextual factors
In this part it is important to explore the role of subjective well-being on the proposed relationship between gendered advertisements and brand engagement. Subjective well-being are forms such as anxiety, insecurity and body dissatisfaction. It might be the case that these effects strengthen or weaken the relationship between gendered advertisements and brand engagement. Ask how the respondent deals with the present masculine and/or feminine traits in the ad and how this may affect their own subjective well-being. Also ask for contextual factors that could lead to a higher level of engagement.
Possible questions for Q6:
Q6.1 Could you explain if low level self-esteem, insecurity or anxiety could play a role in how someone perceives a fashion ad containing very masculine men?
Q6.2 Do you personally experience some degree of insecurity or lower self-esteem after seeing particular fashion ads containing masculine men?
Q6.3 Do you think that insecurity and/or anxiety might change the way how someone perceives fashion advertisements containing masculine men?
Dutch translation:
Q6.1 Kun je me uitleggen hoe een lager zelfbeeld, onzekerheid of angst een rol kunnen spelen in hoe een modeadvertentie met mannelijke mannen overkomt op iemand die homoseksueel is?
Q6.2 Heb je zelf persoonlijk wel eens gehad dat een modeadvertentie met mannelijke mannen ertoe heeft geleid dat je er onzeker, een lager zelfbeeld ervan kreeg of er angstig van werd?
Q6.3 Denk je dat een lager zelfbeeld, onzekerheid en angst leidt tot meer of juist mindere mate van verbondenheid met een advertentie waarin mannelijke mannen voorkomen?
Q7:
Q7 When comparing both advertisements, which picture do you personally think does lead to less insecurity or a lower self-esteem?
Dutch translation:
Q7 Wanneer we naar beide advertenties nog een keer kijken, welke van de twee denk je persoonlijk dat zal leiden tot mindere mate van onzekerheid of een lager zelfbeeld bij homoseksuele mannen?
Q8:
Q8 Could you name other contextual factors that could play a role in how homosexual men could feel engaged to a certain fashion ad containing men? (for instance attractiveness).
Dutch translation:
Q8 Zou je nog andere voorbeelden kunnen noemen hoe homoseksuele mannen zich aangesproken voelen bij het zien van een modeadvertentie waar mannen in voorkomen? (bijv.
aangetrokken voelen tot het model).
Possible questions for Q9:
Q9 What do you think about the idea of including more models that not only are masculine, but also more feminine (such as homosexual and more feminine models)?
Dutch translation:
Q9 Wat denk je over wat het effect kan zijn als merken niet alleen maar mannelijke modellen hebben in hun advertenties, maar ook andere vormen van modellen, zoals modellen die meer vrouwelijk zijn?
Topic list part 4: Closure
Make sure to close the interview properly. Maybe ask the interviewee if he has other remarks concerning the topic. Ask to share some final insights from the study.
Used advertisements:
Advertisement 1 Advertisement 2
Appendix 2
EBEC request approval
Appendix 3
Informed consent form English version
I want to share the following information regarding privacy and confidentiality before the interview starts.
Purpose of the research: The purpose of the research is to understand the experiences of subjective well-being in relation to gendered fashion advertisements and brand engagement of homosexual men.
What you will do in this research: You will be asked to participate in one interview. You will be asked several questions. Some of them will be about fashion in general, others will be about gendered fashion advertisements, brand engagement and subjective well-being. With your permission, I will tape record the interviews so I can analyse the data afterwards. You will not be asked to state your name on the recording, this to secure your privacy.
Time required: The interview will take approximately between a half hour and 1 hour.
Risks: No risks are anticipated.
Benefits: This is a chance for you to tell your story about your experiences concerning gendered fashion advertisements, brand engagement and subjective well-being.
Confidentiality: Your responses to interview questions will be kept confidential. At no time will your actual identity be revealed. The recording will be destroyed when my dissertation has been accepted and no one could trace your answers back to you as a person. In the analysis, there will be no reference to you as a person, only to the numerical code and your age. This is done to secure your privacy.
Participation and withdrawal: Your participation in this study is completely voluntary, and you may refuse to participate or withdraw from the study without any questions asked. You may skip any question during the interview, but continue to participate in the rest of the study.
To Contact the Researcher: If you have questions or concerns about this research, please contact: Dylan Munnich at Dylan.munnich@student.uva.nl and/or +31640951913. You may also contact the faculty member supervising this work: Marco Mossinkoff at
m.mossinkoff@hva.nl
Agreement: I would like to ask you if you have understood the explanation and if you agree to participate with the study. If you gave your approval, we shall start with the interview.
Informed consent formulier Nederlandse versie
Ik wil graag nog voor het interview gaat beginnen de volgende zaken met je bespreken over wat betreft de privacy en vertrouwelijkheid van de studie.
Doel van het onderzoek: Het doel van dit onderzoek is om te onderzoeken en te begrijpen hoe bepaalde emoties (genaamd subjective well-being) een mogelijke relatie hebben tot hoe homoseksuele mannen modeadvertenties ervaren en hoe dit hun verbondenheid met mode merken kan beïnvloeden.
Wat je gaat doen tijdens het onderzoek: In dit onderzoek zal ik 1 maal een interview met je voeren. Meerdere vragen zullen je worden gesteld. Sommige gaan over hoe jij omgaat met mode, andere zullen gaan over hoe jij modeadvertenties ervaart. Ook zullen er wat vragen gaan over hoe jij je verbonden voelt met modemerken, en hoe bepaalde emoties hier een rol in kunnen spelen. Met jouw toestemming zou ik graag dit interview opnemen om dit op deze manier te kunnen analyseren voor mijn onderzoek. Je zult niet worden gevraagd om je naam te noemen gedurende het interview, dit om je privacy te waarborgen.
Duur van onderzoek: Het interview zal tussen een half uur en 1 uur duren.
Risico’s: Er zijn geen risico’s verbonden aan het feit dat je mee doet aan dit onderzoek.
Voordelen: In dit interview heb je de mogelijkheid om geheel vrijuit je persoonlijke ervaringen te delen over de onderwerpen die aan bod komen.
Vertrouwelijkheid: Alles wat besproken wordt in dit interview zal geheel vertrouwelijk worden behandeld. De opname zal nadat mijn onderzoek is goedgekeurd verwijderd worden en niemand anders zal jouw antwoorden naar jou terug kunnen herleiden. In de analyse zal geen verdere verwijzing zijn naar jou als persoon, enkel naar jouw numerieke code en je leeftijd. Dit om op de best mogelijke manier jouw privacy te waarborgen.
Deelname en terugtrekking: Deelname is geheel vrijwillig. Je kunt op ieder mogelijk moment vragen om te stoppen met het interview of zeggen dat je een vraag liever niet wil beantwoorden. Er zal dan niet naar verdere verklaring gevraagd worden.
Contact met onderzoeker: Op ieder gewenst moment na deelname kun je met mij contact opnemen voor verdere vragen of opmerkingen: Dylan Munnich
Dylan.munnich@student.uva.nl en/of +31640951913. Ook kan ik je de gegevens van mijn scriptiebegeleider geven als je nog verdere vragen wil stellen aan die persoon: Marco Mossinkoff via m.mossinkoff@hva.nl
Goedkeuring: Dan wil ik graag nog van jou horen of je de voorgenoemde uitleg hebt
begrepen en akkoord gaat met deelname. Als je akkoord hebt gegeven zullen we het interview gaan beginnen.
1st Order Concepts 2nd Order Concepts Aggerate Dimensions
Brand Identity (BI) in advertisements is important to identify with brand BI in advertisements does not lead to identification with brand
BI in advertisements functions as trigger to engage BI in advertisements tells brand experience BI in advertisements to tell core values BI in advertisements very important BI in general a way to navigate BI must be in line with own identity
BI must be socially responsible Brand identity Brand Engagement
BI must be sustainable
BI must have a political statement BI must not be too extravert BI not important
BI seen as a social contact BI status of brand important
BI to create you as brand ambassador If understood by brand, BE higher Moderate importance of BI
Appendix 4
Coding book data structure as according to Gioia et al. (2013)