Similar Search Results

Female sexuality in marketing communication and effects on the millennial buying decisions in fashion industry in Nigeria

Oniku, Ayodele Christopher; Joaquim, Anthonia Farayola - In: Rajagiri management journal 16 (2022) 2, pp. 105-117

Purpose - The study aims to examine female sexuality in marketing communications and how it shapes the millennial … buying decisions in the fashion industry. The focus of the study is to connect fashion industry and marketing communication …/methodology/approach - The study was underpinned by the dimensions of skin colour, brand image and market share in sexual appealing marketing …

Persistent link: https://www.econbiz.de/10013325880

The use of brand and masculinity archetypes in analysing consumer engagement in advertising

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 16 (2022) 40, pp. 21-38

Purpose of the article: To review recent research into the connection between brand archetypes and masculinity archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main questions. The first was to find out which brand archetypes and...

Persistent link: https://www.econbiz.de/10014230646

Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers

Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

Persistent link: https://www.econbiz.de/10014318225