@article{MTMT:34597164,
	title = {A fehérneműreklámokban megjelenő női diverzitás és szexualitás – Attitűdvizsgálat a Z generációs nők körében},
	url = {https://m2.mtmt.hu/api/publication/34597164},
	author = {Török, Anna and Szebenszki, Noémi and Kriveczky, Villő and Malota, Erzsébet},
	doi = {10.14267/VEZTUD.2024.02.02},
	journal-iso = {VEZETÉSTUDOMÁNY},
	journal = {VEZETÉSTUDOMÁNY},
	volume = {55},
	unique-id = {34597164},
	issn = {0133-0179},
	abstract = {A tanulmány különböző reklámokban bemutatott diverz és szexualizált női ábrázolásmódot vizsgál az eddig még hazánkban kevéssé kutatott Z generációs nők körében. A kutatás keretén belül kiemelt figyelmet kap a nőket bátorító femvertising típusú hirdetés és annak relevanciája a fehérnemű-iparág kapcsán, mely a sokszínű ábrázolásmód támogatásával és a szexualizált ábrázolásmód visszaszorításával pozitívan hathat a testképre. A feltáró jellegű mélyinterjúkat tartalomelemzéssel, a kísérlet eredményeit pedig varianciaanalízissel és regresszióelemzéssel dolgozták fel a szerzők. Az eredmények alapján megállapítható, hogy a vizsgált Z generációs nők számára egyre inkább fontos a nők diverz, sokszínű megjelenítése a reklámokban. Az interjúalanyok bár szociálisan érzékenyeknek vallják magukat, ugyanakkor fontos számukra az ábrázolásmódban az adott kultúrával összhangban lévő hitelesség és relevancia. A megkérdezettek által leginkább kedvelt a diverz és nem szexualizált hirdetés, amely a femvertising reklámozásnak feleltethető meg. A szexualitás hiánya és a diverzitás összességében szignifikánsan és pozitívan befolyásolja a hirdetés iránti attitűdöt.},
	year = {2024},
	pages = {17-29},
	orcid-numbers = {Szebenszki, Noémi/0009-0007-8323-1857}
}

@article{MTMT:34553299,
	title = {Female stereotypes and female empowerment in advertising. A systematic literature review and future research agenda},
	url = {https://m2.mtmt.hu/api/publication/34553299},
	author = {Gomez‐Borquez, Claudia L. and Török, Anna and Centeno‐Velázquez, Edgar and Malota, Erzsébet},
	doi = {10.1111/ijcs.13010},
	journal-iso = {INT J CONSUM STUD},
	journal = {INTERNATIONAL JOURNAL OF CONSUMER STUDIES},
	volume = {48},
	unique-id = {34553299},
	issn = {1470-6423},
	abstract = {This systematic literature review (SLR) seeks to foster the presence of feminism and women's diversity in advertising through a systematic, transparent, and rigorous framework‐based review and the 4Ws1H (What, Where, Why, and HoW) analysis. The study provides three main contributions. First, it offers an innovative conceptual framework for examining female stereotypes and female empowerment in advertising by categorizing the 21st‐century literature into the four evolutive eras of feminism: prefeminism, feminism, postfeminism, and the fourth wave of feminism. Second, this SLR reveals prevailing research trends, predominant research methodologies, frequently explored geographical regions, and industries of focus while providing a roadmap for future research endeavors. Finally, it acknowledges the lasting impact of femvertising as a response to consumer demands during the fourth wave of feminism and its role in promoting diversity and inclusion in advertising, encompassing disabilities, ethnicity, age, and gender identity. The main research trends uncovered in this study encompass the effects of female stereotypes, the sexualization of women in advertising, attitudes related to the brand, and the exploration of female empowerment. Qualitative methodologies emerged as the dominant approach in this research landscape, with a particular focus on countries boasting high gender equality. Furthermore, industries that predominantly target women in their advertising campaigns, such as fashion, luxury apparel, beauty, and personal care, occupy a central position in the existing body of literature. These findings encourage scholars to embark on future research aligned with the proposed research trends, particularly in regions characterized by lower gender equality and within gender‐neutral or male‐dominated industries.},
	year = {2024},
	eissn = {1470-6431},
	orcid-numbers = {Gomez‐Borquez, Claudia L./0000-0003-2537-6007}
}

@article{MTMT:34206989,
	title = {Empowerment through femvertising - Evidence from Mexico and Hungary},
	url = {https://m2.mtmt.hu/api/publication/34206989},
	author = {Török, Anna and Gomez-Borquez, Claudia L. and Centeno-Velázquez, Edgar and Malota, Erzsébet},
	doi = {10.1080/14680777.2023.2268854},
	journal-iso = {FEM MEDIA STUD},
	journal = {Feminist Media Studies},
	unique-id = {34206989},
	issn = {1468-0777},
	year = {2023},
	eissn = {1471-5902},
	orcid-numbers = {Gomez-Borquez, Claudia L./0000-0003-2537-6007; Centeno-Velázquez, Edgar/0000-0001-9718-8078}
}

@CONFERENCE{MTMT:34029942,
	title = {A Cross-cultural Study of the Consumer Responses Towards Femvertising. Evidence from Mexico and Spain},
	url = {https://m2.mtmt.hu/api/publication/34029942},
	author = {Claudia, Lizzette Gomez Borquez and Török, Anna and Edgar, Centeno Velázquez and Malota, Erzsébet and María, Eugenia López-Pérez and Ernesto, Del Castillo},
	booktitle = {2023 Ams Annual Conference},
	unique-id = {34029942},
	year = {2023}
}

@mastersthesis{MTMT:33721009,
	title = {The Perceived Empowering And Brand-related Effects Of Femvertising},
	url = {https://m2.mtmt.hu/api/publication/33721009},
	author = {Török, Anna},
	doi = {10.14267/phd.2023005},
	unique-id = {33721009},
	abstract = {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 women empowerment and the attitude towards the advertisement. (3) A rarely used methodology related to the literature on femvertising, interviewing has been applied for the exploration of this concept (as recommended by Middleton et al., 2020), providing further insights on its empowering and brand-related effects. (4) In addition to the theoretical framework's new findings, the dissertation tested the following scales in the context of femvertising: perceived women empowerment (Teng et al., 2020), attitude towards the advertising (Wells, 1964; modified by Abitbol & Sternadori, 2019; Sternadori & Abitbol, 2019; Kapoor & Munjal, 2017), attitude towards the brand (Mitchell & Olson, 1981; modified by Dahlén at al., 2008), purchase intent (Teng et al., 2020) and gender role equality attitude (Gender Role Attitudes Scale of García-Cueto et al., 2015; modified by Jinah, 2022). The results provided additional insights into the applicability of these scales. (5) The phenomenon of femvertising has been investigated in a new context in the current research, realizing cross-cultural qualitative studies with interviewing techniques in Hungary, Mexico, and Iceland and a quantitative study in Hungary. Among the first studies, the dissertation explored femvertising in Eastern Europe, Latin America, and other Nordic countries other than Sweden, instead of investigating it in well-researched, English-speaking nations with high gender equality, such as the United States and the United Kingdom (Global Gender Gap Report, 2022). (6) New future research directions have been also provided to further investigate the phenomenon of femvertising.},
	year = {2023}
}

@article{MTMT:34015109,
	title = {Mi a titkuk? Nemi egyenlőség és a nőket megerősítő, femvertising reklámok Magyarországon és Izlandon},
	url = {https://m2.mtmt.hu/api/publication/34015109},
	author = {Török, Anna and Malota, Erzsébet and Horváth, Anna},
	doi = {10.1556/2065.183.2022.12.2},
	journal-iso = {MAGYAR TUDOMÁNY},
	journal = {MAGYAR TUDOMÁNY},
	volume = {183},
	unique-id = {34015109},
	issn = {0025-0325},
	year = {2022},
	eissn = {1588-1245},
	pages = {1518-1532}
}

@misc{MTMT:32947261,
	title = {The influence of self-identification with feminism on the attitude towards femvertising. The case of Mexico and Spain},
	url = {https://m2.mtmt.hu/api/publication/32947261},
	author = {Gomez, Claudia and Török, Anna and Centeno, Edgar and Malota, Erzsébet},
	unique-id = {32947261},
	year = {2022}
}

@{MTMT:32795831,
	title = {Systematic literature review of the female stereotypes in advertising within the different periods of feminism. Structured Abstract},
	url = {https://m2.mtmt.hu/api/publication/32795831},
	author = {Borquez, Claudia Lizzette Gomez and Török, Anna and Centeno, Edgar and Malota, Erzsébet},
	booktitle = {Celebrating the Past and Future of Marketing and Discovery with Social Impact},
	unique-id = {32795831},
	year = {2022},
	pages = {319-320}
}

@article{MTMT:32781768,
	title = {A femvertising és a hagyományos reklám attitűdre és vásárlási hajlandóságra gyakorolt hatásának vizsgálata},
	url = {https://m2.mtmt.hu/api/publication/32781768},
	author = {Orehóczki, Zsuzsanna and Török, Anna},
	doi = {10.14267/VEZTUD.2022.04.02},
	journal-iso = {VEZETÉSTUDOMÁNY},
	journal = {VEZETÉSTUDOMÁNY},
	volume = {53},
	unique-id = {32781768},
	issn = {0133-0179},
	year = {2022},
	pages = {17-27}
}

@article{MTMT:32912060,
	title = {A nők attitűdje a tradicionális és a femvertising reklámokban megjelenő női sztereotípiákkal szemben},
	url = {https://m2.mtmt.hu/api/publication/32912060},
	author = {Török, Anna and Malota, Erzsébet and Mucsi, Attila},
	doi = {10.15170/MM.2021.55.04.01},
	journal-iso = {MARKETING ÉS MENEDZSMENT},
	journal = {MARKETING ÉS MENEDZSMENT},
	volume = {55},
	unique-id = {32912060},
	issn = {1219-0349},
	year = {2021},
	eissn = {2786-3395},
	pages = {5-14},
	orcid-numbers = {Mucsi, Attila/0009-0005-6135-2629}
}