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THE IMPACT OF POLITICAL CORRECTNESS ON BRAND IMAGE AND PURCHASE INTENTIONS: AN EXPLORATORY CASE STUDY OF BIRELL, EGYPT
(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