Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the … social identity theory can help advertisers and researchers understand consumers' ever-changing perceptions of masculinity …. In addition, the research aims to test the essence of congruity theory suggesting that consumers prefer content …