What if the Energizer Bunny were female? Importance of gender in perceptions of advertising spokes-character effectiveness

Sex Roles

Volumn 45, Issue 11-12, 2001, Pages 845-858

  Peirce, Kate ^a  

^a Department of Mass Communication ^*  (United States)

Author keywords

Advertising; Gender; Spokes characters

Indexed keywords

EID: 0035541660     PISSN: 03600025     EISSN: 15732762     Source Type: Journal    
DOI: 10.1023/A:1015696504841     Document Type: Article

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