... forms of grandfather work which shape (grand)children’s socialization. While grandfathers play a prominent role in their grandchildren’s consumer socialization, they typically (re)turned to traditional masculine values to perform grandfatherhood, which often disrupted parent/child consumer socialization...

... evaluate themselves negatively when exposed to ads featuring idealized versions of masculinity and femininity, respectively (Gulas and McKeage, 2000 ; Otnes and Tuncay Zayer, 2012 ; Richins, 1991). In addition, consumers who diverge from prescribed gender roles can face harsh stigma from others. Indeed...

... (Commuri and Gentry, 2005 ; Moisio et al., 2013). One study, in particular, reveals that stay-at-home fathers perceive their identities as full-time caretakers as lacking in legitimacy, compelling acts of legitimation enacted by masculinizing consumption to affirm their identities as children’s...

... draws on a qualitative approach, specifically the use of in-depth interviews with men across three global contexts. Findings This research identifies the ways in which men engage in (de)legitimizing messages of masculinity in advertising such as reiteration, reframing, ascribing to alternate logics...

...Angela Gracia B. Cruz; Margo Buchanan-Oliver Purpose This paper aims to explore how marketplace-enabled performances help reconstitute masculinity in the context of transnational mobility. Design/methodology/approach Grounded in consumer acculturation theory, this paper draws on theories...