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Keywords: Hegemonic masculinity
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Journal Articles
International Journal of Wine Business Research (2021) 33 (3): 377–393.
Published: 08 December 2020
... Wine consumption Linguistic analysis Hegemonic masculinity Narrative approach Positioning theory The concept of gendered identity is appealing to wine researchers trying to explain individual differences in how consumers respond to various stimuli (e.g. label design). Gender has been...
