Abstract:
Purpose
The purpose ofthis research is to identify if cultural values have any significant impact on the
relationship between the spectators’ perception towards Gender role stereotyping in
advertisement and their attitude towards brands being advertised. This research also aims to
seek answers that whether GENY and GENZ have any difference of opinion when it comes to
gender role stereotyping in ads and does this affect their attitude towards brands.
Methodology & Design
The research method was Quantitative; convenience sampling was done for this thesis. The
data population was 849 and survey was distributed online and on campus in 4 universities of
Karachi. Smart PLS was used for the moderation analysis, while the descriptive frequencies
were run by SPSS.
Findings
For our research questions, we found an ample amount of data and ran it. We find that two out
of our four cultural moderators have a significant impact on the direct relationship between
Gender Roles Stereotyping and its relationship with Spectators’ Attitude towards Brands in
Pakistan. We also received a significance difference in opinion on how GenY and GenZ views
the gender stereotypical advertisements and what to the think about their attitude towards the
brands that use GSA
Limitations
This is only limited to students situated in Karachi, Pakistan.
Time Constraint.
Recommendations
Further research in this domain must be conducted in Pakistan to better understand the other
cultural values and their impact on the GSA and ATB’s relationship. This study was survey based but an experimental study to see in lab how these cultural values actually work can be a
significant addition to future researchers.
