Purpose This paper aims to investigate cross-gender effects of gender stereotypes in
advertising. More specifically, it proposes that the negative effects found in studies of …

Previous research has emphasized the importance of product packaging to consumers'
attitudes and purchase intentions, but empirical studies that explore the specific …

Purpose This paper identifies consumer reactions towards female empowerment in
advertising in order to explore the supporting arguments for criticisms of lack of authenticity …

As society has become more diverse and inclusive, so do the images portrayed in
advertising. Using an historical research method, we gather data on political, legal …

Purpose Conversations surrounding gender are sweeping the globe as the voices and lived
experiences of people are being heard and shared at unprecedented rates. Discourses …

In this introduction to the special issue on gender and macromarketing, we explore how
gender research within the journal has remained “hidden in plain sight”; and, offer concrete …

This essay poses the question do Black Lives Matter to marketing? Putting the spotlight on
research in marketing reveals the multiple ways in which the field has neglected a most …

The research aims to explore consumer perceptions of masculinity in advertising in an
innovative approach. The authors aimed to determine which type of masculinity and which …

This pedagogic commentary introduces the concept of “brand blunders” to the
macromarketing literature and considers the interaction between advertising, race, and …

This project explores attitudes of males of different ages toward black and white celebrity
endorsers. Using advertisements for a men's fragrance, the authors determine that although …