| Abstract | The #MeToo movement has brought increased scrutiny to sexual harassment-related issues, such as justice, gender equality, diversity, and woman representation. Although a substantial connection between the #MeToo movement and the advertising industry exists (Bell, 2018), little or no research has been conducted on the effect of #MeToo on brand messaging and consumer response. This study offers an examination of the relationship between the #MeToo movement and consumers’ responses to #MeToo-related brand messaging in the context of two masculine brands, Gillette and Bonobos. This study asks the central question: What has been the influence of #MeToo on brand meaning? Using institutional theory, this study found that consumers utilize two main logics, economic and congruence, to make sense of the message. However, different prioritization of the logics and individual’s knowledge of #MeToo-related and gender issues led consumers to reach different conclusions about the brand’s legitimacy to put out such messages and, hence, they have dissenting attitudes toward the messages. |
