Does character's gender matter in inspirational brand story? : exploring the moderating effect of gender role conformity
Xiang Chen, Cheng Lu Wang, Liying Zhou
| Year of publication: |
2023
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|---|---|
| Authors: | Chen, Xiang ; Wang, Cheng Lu ; Zhou, Liying |
| Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 47.2023, 5, p. 1749-1757
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| Subject: | brand identification | gender effect | gender role conformity | inspirational brand story | sympathy | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Geschlechterforschung | Gender studies | Soziale Rolle | Social role |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/ijcs.12943 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014335633