Femvertising and its impact on psychological reactance and purchase intention of Mexican female consumers
This work focuses on the study of the femvertising advertising strategy. It references the feminist theories and the theory of psychological reactance to understand the impact of femvertising on Mexican female consumers' psychological reactance and purchase intention. A mixed methodology was ap...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Guadalajara
2023-05-01
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| Series: | Mercados y Negocios |
| Subjects: | |
| Online Access: | http://mercadosynegocios.cucea.udg.mx/index.php/MYN/article/view/7694 |