bezüglich der Werbung eine bedeutendere Rolle für die Beeinflussung des Kaufverhaltens als die Werbeeinstellung und eignen sich …

bezüglich der Werbung eine bedeutendere Rolle für die Beeinflussung des Kaufverhaltens als die Werbeeinstellung und eignen sich …

marketing endeavour such as social marketing approaches which are gaining more importance in the still developing COVID-19 … economy. This methodology can be extended to other marketing communication contexts. Social implications - Once campaigns have … advertisement. In terms of global marketing, this is extension rather than adaptation. Originality/value - This study provides an …

To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic … research, 2) connects consumer and marketing research to high-level theorizations of power, and 3) outlines specific avenues …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …