Poison or remedy? : masculinity in a pathos-based sustainable brand story
Chaohua Huang, Shaoshuang Zhuang and Haiyan Ma
| Year of publication: |
2023
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|---|---|
| Authors: | Huang, Chaohua ; Zhuang, Shaoshuang ; Haiyan, Ma |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 35.2023, 8, p. 1823-1838
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| Subject: | Brand masculinity | Character identification | Consumer generation | Rhetorical strategies | Sustainable brand attitude | Sustainable brand story | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Nachhaltigkeit | Sustainability | Markenimage | Brand image | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-05-2022-0385 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014430180