...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...

...Wai‐sum Siu; Alan Kai‐ming Au Over the years, research studies have found sex stereotyping in television advertisements. However, those studies typically examined western television commercials only, leaving open the question of the cultural influence on advertising’s sex‐role portrayal in emerging...