(October university for modern sciences and arts, 2023) Halim, Yasser Tawfik; Eldeeb, Mohamed Samy; Zaazu, Zeinab Abbas; Vlachos, Peter
This study investigates the correlation between viewer
demographics and the perception of political correctness in advertising, and its
impact on brand image and purchase intentions. Using a mixed methods case
study research approach, we conducted brand manager interviews, 17 consumer
interviews, and a survey with n = 296 participants, all of whom were familiar
with the non-alcoholic beer brand Birell. Our analysis examined the relationship
between demographic variables and the perceptions of political correctness.
Our findings indicate a statistically significant correlation between perceived
political correctness in advertising and brand image. Furthermore, we observed
a negative correlation between political correctness and purchase intention. The
results are significant given the variety of consumer social and moral values that
exist in Egypt. The paper proposes marketing policy implications and
recommendations for organizations, advising the use of tag lines more suitably
and avoiding endorsing actions perceived as reinforcing gender roles when
targeting specific gendered product consumers
