The impact of brand innovativeness on purchase intention: The mediating roles of brand genuinity and femvertising attitude

Femvertising, which is a combination of the terms 'feminism' and 'advertising,' refers to a shift in how women are typically portrayed in advertising campaigns by incorporating themes that support gender equality and empower women. The current study investigates how brand innovativeness affects consumer purchase intention, as well as the moderating effect of brand loyalty among Omani women and the mediating effects of attitudes toward brand genuineness and femvertising. This research utilized a quantitative cross-sectional design and data were collected via an electronic questionnaire using Google Forms, from July to November 2024. A non-probability convenience sample was utilized to target Omani women and total sample collected was 355 female respondents. The findings show that brand innovativeness has a direct impact on customer purchase intention, attitude toward brand genuineness, and attitude toward brand femvertising. The indirect effect of attitude towards brand genuineness mediating the relationship between brand innovativeness and customer purchase intention was significant. However, the indirect effect of attitude towards brand femvertising mediating the relationship between brand innovativeness and customer purchase intention was also significant. Also, moderating effect of brand loyalty on brand innovativeness, attitude towards brand genuineness, and attitude towards brand femvertising with Customer Purchase Intention was significant. The results provide practical insights for managers: Brands should consistently invest in practices that enhance perceived genuineness. And always in the best position, minimize the risk of being perceived as opportunistic, or 'performative' (especially when engaging in social advocacy efforts like Femvertising).