Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers
This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was applied...
Gardado en:
| Publicado en: | Mercados y Negocios |
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| Principais autores: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado: |
Universidad de Guadalajara
2023
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| Assuntos: | |
| Acceso en liña: | https://www.redalyc.org/articulo.oa?id=571875023003 https://www.redalyc.org/journal/5718/571875023003/ https://www.redalyc.org/journal/5718/571875023003/html/ https://www.redalyc.org/journal/5718/571875023003/571875023003.epub https://www.redalyc.org/journal/5718/571875023003/movil https://doi.org/10.32870/myn.vi49.7694 |
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