The main goal of the dissertation was to expand the existing literature related to femvertising by providing an extensive literature review and by exploring and confirming new theoretical connections related to diverse disciplines, such as marketing, sociology, and psychology. Besides, the study also aimed to respond to the previously identified research gaps regarding femvertising by exploring the phenomenon cross-culturally, and also by providing future research directions. Thus, the dissertation expanded the current theoretical framework by the following contributions, related to theory, methodology, context, and future research directions. (1) An extensive literature review has been provided, which is based on the most cited publications from the Scopus database in different disciplines, related to women empowerment, gender equality, and gender stereotypes, with special attention to femvertising and its perceived empowering and brand-related effects. The findings are also presented in summary tables. (2) New connections between concepts were identified and new variables were tested by structural equitation modeling. This is one of the first studies of femvertising to link various constructs in a single theoretical framework, providing a comprehensive understanding of femvertising and its perceived empowering and brand-related effects. The innovative findings consisted of the dimensions of women empowerment, such as decision-making, control over income, and self-esteem, which were discussed along femvertising in qualitative research, among the first studies to discuss this complex phenomenon in a marketing setting. Additionally, another variable has been investigated in the setting of femvertising, which has not been at the center of previous research related to this topic: by including gender role equality attitude in this research related to femvertising, both in the qualitative and quantitative studies, several useful insights were gained, proving its moderating role on the relationship between perceived ...
