Non-Standard Models in Fashion Advertising: the Influence on Brand Attitude

During the last 10 years, the use of non-standard models in marketing companies is becoming a common technique for a significant number of large and small fashion brands. However, the studies aimed to determine the impact of the use of non-standard images in marketing campaigns on brand attitude did not come to a consensus, which caused scientific discourse. Consequently, the aim of this study is to determine the relationship between the use of non-standard models in advertising campaigns and brand attitude by the audience. The scope of this study is the concept of the non-standard model that is implied to people with mobility impairments (e.g. amputee). Using a combination of methods in the design of the study: conducting an online survey and a series of in-depth interviews, the research showed a direct relationship between the use of non-standard models with disabilities and the change or formation of attitude to the brand. The work not only fills the knowledge gap, but is of practical importance. Based on the results of a study, a number of recommendations were created for brands on the on the use of images of models with disabilities in advertising communication. Key words: brand attitude; advertising; disability studies; non-standard models