... be seen at http://creativecommons.org/licences/by/4.0/legalcode Advertising Psychological reactance Presumed influence Gender stereotypes This research investigates consumer reactions to gender-stereotyped advertising portrayals. Differing from most studies in this field of research...

... of brand community rejection on subsequent brand evaluations for a weak brand. Findings Across the four studies, the findings consistently suggest that rejection from firm-initiated brand communities harms weak brands but not strong brands. In addition, by incorporating psychological reactance...