Halim, Yasser Tawfik, El-Deeb, Mohamed Samy, Zaazou, Zeinab Abbas and Vlachos, Peter ORCID: https://orcid.org/0000-0002-4870-9006 (2023) The impact of political correctness on brand image and purchase intentions: an exploratory case study of Birell, Egypt. MSA-Management Science Journal, 2 (4). pp. 1-37. ISSN 2974-3036 (doi:10.21608/msamsj.2023.203250.1014)

Preview

PDF (Open Access Article) 53986 VLACHOS_Impact_Of_Political_Correctness_On_Brand_Image_(OA)_2026.pdf - Published Version Available under License Creative Commons Attribution. Download (658kB) | Preview

Abstract

This study investigates the correlation between viewer demographics and the perception of political correctness in advertising, and its impact on brand image and purchase intentions. Using a mixed methods case study research approach, we conducted brand manager interviews, 17 consumer interviews, and a survey with n = 296 participants, all of whom were familiar with the non-alcoholic beer brand Birell. Our analysis examined the relationship between demographic variables and the perceptions of political correctness. Our findings indicate a statistically significant correlation between perceived political correctness in advertising and brand image. Furthermore, we observed a negative correlation between political correctness and purchase intention. The results are significant given the variety of consumer social and moral values that exist in Egypt. The paper proposes marketing policy implications and recommendations for organizations, advising the use of tag lines more suitably and avoiding endorsing actions perceived as reinforcing gender roles when targeting specific gendered product consumers.

Item Type:	Article
Uncontrolled Keywords:	consumer perception, political correctness, purchase intention, brand image
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	28 Jul 2026 13:04
URI:	https://gala.gre.ac.uk/id/eprint/53986

Actions (login required)

View Item

Downloads