Measuring the influence of Advertisement in Consumer Brand Preference is very essential for every marketer. If advertisement does not create any positive change in consumers’ brand preference, all the resources such as money, time and efforts spent on advertisement will go in vain. Most of the...

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...