A Study on the Marketing Strategies of Feminist Advertising in Domestic Brands: A Case Study of Ubras
Abstract
Against the backdrop of feminist advertising increasingly emerging as a pivotal strategy in brand communication, this study examines the impact of brands' feminist advertising strategies on consumers' brand identification and purchase intention. Specifically, it takes the domestic lingerie brand Ubras as a case study to conduct an in-depth analysis and discussion. A total of 181 valid samples were collected through questionnaire surveys for the research, and descriptive statistical analysis, correlation analysis and regression analysis were conducted in combination with SPSS. The analysis results show that there is a significant positive correlation between advertising effectiveness and purchase intention. The findings show that advertising not only facilitates value communication but also enhances consumers' actual buying intentions. Furthermore, consumers who have purchased Ubras products before have been more positive in their evaluations of the brand's advertisements, stating the importance of consistency between brand messaging and product experience in fostering brand trust. For domestic brands, as mentioned in this article, feminist advertising should move beyond emotional appeal, ensuring the authentic alignment between ideological narratives and product attributes to gain sustainable market recognition.
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