... 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...

... for external validation), a trope that falls within the communal orientation of feminine gender performance (Eagly et al., 2020). Drawing on the theory of precarious manhood – the idea that idealized masculinity is difficult to attain and easy to lose (Vandello and Bosson, 2013) – we suggest...

.... Masculinity Family Consumer research Children Socialization Grounded theory Single fathers Consumer socialization Household labor Qualitative methods Interviewing Robert Lee Harrison can be contacted at: robert.harrison@wmich.edu 04 11 2018 16 11 2019 07 09 2020 16...

... 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...