Chevalier, Corinne; Moal-Ulvoas, Gaelle - In: Journal of Consumer Marketing 35 (2018) 7, pp. 721-732
Purpose: This paper aims to investigate the reaction to the use of senior models in ads by older consumers while taking into account their spiritual dimension in the context of ageing. Design/methodology/approach: This research relies on a qualitative approach and the narrative analysis of 40...