Masculinity Patterns and Brand Communication
نویسندگان
چکیده
منابع مشابه
Self-Brand Congruity and Brand Communication
Brand communication through advertising plays an important role in developing strong brands in emerging markets, especially in India. This chapter investigates how ethnocentrism moderates the effects of advertising adaptation levels (globalization, glocalization, and localization) on Indian consumers’ ad evaluation and self-brand congruity. It uses self-brand congruity to explain the psychologi...
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OBJECTIVE Mortality and morbidity data suggest that men have shorter life expectancies than women and outrank women on several leading causes of death. These gendered disparities may be influenced by psychosocial factors like masculinity. METHODS Three studies (Total N=546) examined the role of masculinity in men's doctor choices and doctor-patient interactions. In Studies 1 and 2, men comple...
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INTRODUCTION Message framing, a strategy of advertising message construction, is widely adopted in various forms of brand advertising campaigns. The hedonic principles of approach (happiness) and avoidance (pain), well established in motivation psychology, lay down the theoretical foundation upon which the core concept of message framing is developed (Wedell, 1997). The positive framing, center...
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15 صفحه اولNew directions in tobacco promotion and brand communication.
Traditional marketing communication options are becoming evermore limited to the tobacco industry, on a global basis, with 163 countries ratifying the World Health Organization’s (WHO) Framework Convention on Tobacco Control (FCTC) to date. Consequently, the issue of tobacco representation in the entertainment and digital media, and its potential promotional effect, has been gaining attention. ...
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ژورنال
عنوان ژورنال: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
سال: 2015
ISSN: 1509-0507,2353-2874
DOI: 10.18276/pzfm.2015.39-02