Vīrišķības konceptualizācija zīmola personībā un tās ietekme uz reklāmas efektivitāti

Consumers’ changing perception of masculinity has created a problem for brand strategists and advertisers. Since masculinity is now branded, and men are increasingly marketed to and offered visions of masculinity for consumption, masculinity is now considered to be one of the most prominently used social resources within advertising. The topicality of the Doctoral Thesis research is related to the challenges the brand strategists and advertisers face concerning the ever-changing consumer perceptions of masculinity. Given the importance of masculinity in advertising, this research is relevant in terms of both marketing and economic considerations.