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Keywords: Consumer sentiment
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 777–791.
Published: 29 March 2021
...Nina Sissel Lucka; Fabio Caldieraro; Marco Tulio Zanini Purpose This study explores the effect of gender stereotyping and issue advocacy on consumer sentiment toward advertising and brands. Design/methodology/approach Drawing from the literature, the study hypothesizes about the impact...
