Côd QR

Brand and masculinity archetypes as an innovative research approach for analyzing consumer preferences on masculinity in advertising

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 typ...

Disgrifiad llawn

Wedi'i Gadw mewn:
Prif Awduron: Toms Kreicbergs, Deniss Ščeulovs, Artūrs Bernovskis
Fformat: Artigo
Iaith:Inglês
Cyhoeddwyd: Elsevier 2024-03-01
Cyfres:Journal of Open Innovation: Technology, Market and Complexity
Pynciau:
Advertising
Branding
Archetypes
Traditional masculinity
Modern masculinity
Marketing
Mynediad Ar-lein:http://www.sciencedirect.com/science/article/pii/S219985312300286X
Tagiau: Ychwanegu Tag
Dim Tagiau, Byddwch y cyntaf i dagio'r cofnod hwn!

Eitemau Tebyg