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Keywords: Character identification
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2023) 35 (8): 1823–1838.
Published: 18 November 2022
... brand stories than feminine ones. The authors also identify the moderating effect of consumer generation: Gen Z (versus Gen Y) consumers demonstrated stronger character identification with hybrid masculinity (versus hegemonic masculinity) sustainable brand stories, resulting in more favorable...
