review of theory and research studies in consumer psychology and marketing, advertising and consumer behaviour …

Brands’ perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have … focused on medical care and innovation. The context of advertising campaigns requires a different approach with specific … communication characteristics: safety, medical care, protection, family assistance. The present study focuses on the advertising …

masculinity in advertising affect their buying decisions. A/B test results showed that consumers give preference to … masculinity as it is the most common masculinity type used in popular advertising in the last decade. On the other hand, consumers …Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and …