Kreicbergs, Toms; Ščeulovs, Deniss; Bernovskis, Artūrs - In: Journal of open innovation : technology, market, and … 10 (2024) 1, pp. 1-10
The research aims to explore consumer perceptions of masculinity in advertising in an innovative approach. The authors aimed to determine which type of masculinity and which brand and masculinity archetypes consumers favor in a masculine character. That would help the advertisers understand what...