Femvertising Discourses and Online Consumer Engagement

A Case Analysis of Under Armour’s #IWillWhatIWant Brand Campaign

Authored by: Linda Tuncay Zayer , Catherine A. Coleman , Jose Luis Rodriguez Orjuela

The Routledge Handbook of Positive Communication

Print publication date:  December  2018
Online publication date:  January  2019

Print ISBN: 9781138633278
eBook ISBN: 9781315207759
Adobe ISBN:


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Past research in marketing and communications has attempted to uncover the complex relationships between gender and feminist discourses, brand narratives, and consumer responses. This research examines the branding efforts of Under Armour, an athletic wear company, and Always, a feminine care brand owned by Proctor and Gamble—two campaigns that have been heralded by the popular press as promoting positive themes of female empowerment.

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