A qualitative study of consumer perceptions about masculinity in advertising : content, sentiment, and discourse analysis

Toms Kreicbergs, Deniss Ščeulovs

Year of publication:	2024
Authors:	Kreicbergs, Toms ; Ščeulovs, Deniss
Published in:	International journal of learning and change : IJLC. - [Olney, Bucks.] : Inderscience Enterprises, ISSN 1740-2883, ZDB-ID 2436196-3. - Vol. 16.2024, 2/3, p. 327-348
Subject:	advertising \| branding \| communication \| marketing \| modern masculinity \| traditional masculinity \| Konsumentenverhalten \| Consumer behaviour \| Werbung \| Advertising \| Werbewirkung \| Advertising effects \| Markenführung \| Brand management \| Emotion \| Diskurstheorie \| Discourse theory

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