... in the innovation space with extensive professional, advisory and international experience. Design/methodology/approach The paper proposes an approach that brings together perspectives upon empowerment, perspectives on social, intellectual and symbolic capital and a social semiotic perspective on discourse...

... Limited 2023 Emerald Publishing Limited Licensed re-use rights only Femvertising Consumer behaviour Gender Empowerment Patriarchy Asia Advertising appeal based on the usage of a political feminist agenda that consists of using gender equality by brands (D’enbeau, 2011 ; Eisend...