The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt)
Tawifk, Y., El-Deeb, M., Zaazou, Z., Vlachos, P. (2023). The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt). EKB Journal Management System, 2(4), 1-37. doi: 10.21608/msamsj.2023.203250.1014
Yasser Tawifk; Mohamed El-Deeb; Zeinab Abbas Zaazou; Peter Vlachos. "The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt)". EKB Journal Management System, 2, 4, 2023, 1-37. doi: 10.21608/msamsj.2023.203250.1014
Tawifk, Y., El-Deeb, M., Zaazou, Z., Vlachos, P. (2023). 'The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt)', EKB Journal Management System, 2(4), pp. 1-37. doi: 10.21608/msamsj.2023.203250.1014
Tawifk, Y., El-Deeb, M., Zaazou, Z., Vlachos, P. The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt). EKB Journal Management System, 2023; 2(4): 1-37. doi: 10.21608/msamsj.2023.203250.1014

The Impact of Political Correctness On Brand Image And Purchase Intentions (Applied On Birel Egypt)

MSA-Management Sciences Journal
Volume 2, Issue 4, November 2023, Page 1-37  XML PDF (642.81 K)
Document Type: Original Article
DOI: 10.21608/msamsj.2023.203250.1014
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Authors
Yasser Tawifk email orcid 1; Mohamed El-Deeborcid 2; Zeinab Abbas Zaazouorcid 3; Peter Vlachosorcid 4
1Department Of Marketing October University for Modern Sciences and Arts, Egypt
2Department Of Accounting October University for Modern Sciences and Arts, Egypt
3Department of Management Information System October University for Modern Sciences and Arts, Egypt
4University of Greenwich, Park Row, London, SE10 9LS United Kingdom
Abstract
The purpose of this paper is to investigate the effect of a viewer's demographic factors on the degree to which they are influenced by the political correctness/incorrectness of an advertisement, as well as to determine whether there is a correlation between the degree of political correctness in advertising and the brand's image. To determine whether there is a correlation between the level of political decorum in advertising and purchase intentions

Based on survey responses from 296 individuals, the researchers conducted a descriptive analysis of the findings. In addition, the Chi-square test in conjunction with the Kruskal-Wallis test was used to determine whether the hypotheses were accepted or rejected. Spearman Correlation was utilized to demonstrate the existence of a relationship between variables. People who were familiar with Birell as a brand filled out the questionnaires and were then shown the campaign before completing the survey. The questionnaire was distributed through Facebook and WhatsApp groups.

The research revealed a correlation between the demographic factors of the viewer and their perception of political correctness. The relationship between political correctness in advertising and brand image is also substantial. The results revealed a significant negative relationship between political correctness and purchase intent, indicating that as the degree of political correctness decreases, purchase intent increases.



Based on the research findings, policy implications, and suggestions to further stop the promotion of actions perceived as masculine or the enforcement of gender roles, especially when product buyers are targeted based on gender, organizations should use their tagline more appropriately.
Keywords
Perception; Political Correctness; Purchase Intention; Brand Image
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