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Keywords: Women consumers
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (11): 2803–2824.
Published: 26 February 2020
... roles, but also celebrates their “real beauty” evident in Dabur Vatika’s hair oil advertisement, which includes the story of a bald cancer survivor. Within the patriarchal context of India, where women consumers seldom assumed the role of a decision-maker and lacked spending power, we adopt a post...
