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economically oriented university, so among potential future businessmen, and to identify what type of marketing strategy they would … theories are analyzed in a table and show marketing strategies of "born globals" companies across continents, different fields … published as "born globals marketing strategy". The questionnaire survey, was used for primary data collection in this article …
Persistent link: https://www.econbiz.de/10012022192
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
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