Femvertising is one of the advertising styles that has the purpose of
empowering women by promoting positive messages about them. Brand companies
such as Dove and Pantene have started to use it and gained the public’s attention
worldwide. This led to the creation of this study, which aims to evaluate the effects of
femvertising on the brand attitude and purchase intention of selected customers. To
better understand the customers’ responses to femvertising, the researchers
gathered data not only from female but also male residents in Barangay Aniban IV,
Bacoor City, Cavite, who are the customers of Dove and Pantene, and watched the
brands’ femvertising campaigns. The researchers used structured-survey
questionnaires to gather data from 64 respondents. A T-test and an ANOVA were
used to determine if there are significant differences in the effects of femvertising on
customers' brand attitude and purchase intention according to their profile. The
results show that using the elements of femvertising has a great effect on consumers.
It is also found that there is no significant difference in the effects of femvertising on
customers' brand attitude in terms of their sex, while there is a significant difference
when it comes to the age group. As for the respondents’ purchase intention, there is
no significant difference in the effects of femvertising in terms of their sex on both
indicators: discomfort in advertisement and need for emotion. Moreover, there is no
significant difference in discomfort with advertisements between the respondents’
age groups, while there is a significant difference in the need for emotion. In this
regard, femvertising can be used to create emotional connections with the
customers. By using femvertising, it also helps to empower women as it promotes
inclusivity and equality in society, which can attract the attention of people and as
well as resonate with their beliefs and values particularly those with egalitarian
gender role attitudes. This can contribute to a more inclusive society, which can
benefit businesses and society as a whole. 

This thesis evaluates the impact of femvertising (female empowerment advertising) on brand attitude and purchase intention among customers of Dove and Pantene in Bacoor City. The study, conducted with 64 respondents, found that femvertising strongly influences consumers' attitudes towards brands, especially in fostering emotional connections and promoting inclusivity. There were significant differences in the effects of femvertising across age groups, particularly in terms of emotional connection. However, no significant differences were found based on gender in terms of brand attitude or discomfort with the advertisements. The study concludes that femvertising can be an effective marketing strategy that resonates with customers' beliefs, especially those with egalitarian gender role attitudes, and recommends leveraging it to enhance emotional engagement and inclusivity. 

Abad, E. C., Acebar, A. B., Agapito, J. G., Aguilar, M. A. A., Aranda, M. R. L., Arcilla, E. J. G., Bacus, N. J. F., & Ortega, C. M. L. (2024). Femvertising: Evaluating the effects of female empowerment advertising on brand attitude and purchase intention of selected customers (Undergraduate thesis). Cavite State University – Bacoor City Campus.