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Keywords: Brand sexism
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Journal Articles
Journal of Product & Brand Management (2024) 33 (5): 576–589.
Published: 23 April 2024
... differentiation on perceived brand sexism and word-of-mouth intention was tested. The moderating effects of feminist identity (Studies 1 and 2), endorsement of sexist beliefs (Study 2) and basis (stereotypical vs biological) for product differentiation (Study 3) were also tested. Findings Consumers perceive...
