Does character's gender matter in inspirational brand story? : exploring the moderating effect of gender role conformity
Year of publication: |
2023
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Authors: | Chen, Xiang ; Wang, Cheng Lu ; Zhou, Liying |
Published in: |
International journal of consumer studies. - Oxford [u.a.] : Wiley-Blackwell, ISSN 1470-6431, ZDB-ID 2141394-0. - Vol. 47.2023, 5, p. 1749-1757
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Subject: | brand identification | gender effect | gender role conformity | inspirational brand story | sympathy | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Geschlechterforschung | Gender studies |
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