Is the Marlboro man the only alternative? The role of gender identity and self-construal salience in evaluations of male models

Marketing Letters

Volumn 20, Issue 4, 2009, Pages 353-367

  Martin, Brett A S ^a   Gnoth, Juergen ^b  

^a UNIVERSITY OF BATH   (United Kingdom)

^b UNIVERSITY OF OTAGO   (New Zealand)

Author keywords

Advertising; Classification expectations; Evaluations; Gender identity; Self construal

Indexed keywords

EID: 82755191838     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-009-9069-2     Document Type: Article

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