Purpose of the article: To review recent research into the connection between brand archetypes and masculinity … questions. The first was to find out which brand archetypes and masculinity archetypes are the most common in advertisements … concentrating on traditional and modern masculinity. The second main question was to find out which brand and masculinity archetypes …

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 help advertisers to understand what type of masculine character to focus …

harms customer loyalty, while masculinity has a positive impact. Additionally, it is found that loyalty is lower in …

luxury destination brands. Based on a review of existing literature, the authors identified eight crucial factors …: accommodation quality, quality of gastronomy offers, premium price, service quality, luxury shopping, unique experience … regression analyses were used. The results indicate that the availability of celebrity and luxury shopping has the strongest …

Changing economic epi-centre from the west towards the east is accompanying the luxury goods markets and the emerging … Chinese market is becoming impossible to overlook for the luxury goods brands. Potential purchasers buying process of … conspicuous and hedonic values enabled Luxury goods differ from the buyers of usual consumer products. In consequence, Taste …