Femvertising and Brand Image: A Conceptual Review of Empowerment-Based Advertising

Femvertising has emerged as a significant strategic approach in contemporary marketing, reflecting a shift in consumer expectations toward brands that demonstrate social responsibility and gender sensitivity. As audiences increasingly critique stereotypical portrayals of women in advertising, femvertising positions itself as an alternative that emphasises empowerment, inclusivity, and authenticity. Despite the growing popularity of empowerment-based advertising campaigns, academic literature remains fragmented in explaining how femvertising functions as a strategic marketing tool for enhancing brand image. Addressing this gap, the present study aims to conceptually examine the influence of femvertising on brand image through a comprehensive review of secondary literature. Relying exclusively on existing scholarly articles, theoretical discussions, advertising case analyses, and industry reports, this paper adopts a qualitative and conceptual research design without involving any primary or empirical data. The review reveals that femvertising contributes positively to brand image by fostering perceptions of ethical conduct, emotional resonance, consumer trust, and social progressiveness. Drawing upon empowerment theory, feminist perspectives, and branding literature, the study proposes a conceptual framework illustrating a direct relationship between femvertising and brand image. The paper contributes to marketing scholarship by synthesising dispersed knowledge, clarifying conceptual linkages, and offering a structured foundation for future empirical validation. The findings also provide valuable insights for marketers seeking to align brand communication with evolving social values while maintaining authenticity.