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Brand Gender-bending: The Impact of an Endorsed Brand Strategy on Consumers’ Evaluation of Gendered Mixed-target Brands
16 Apr 2018
Authors: Isabelle Aimé, Isabelle Ulrich
Journal: European Journal of Marketing
Publisher: Emerald Publishing Limited
Link: https://doi.org/10.1108/EJM-04-2017-0278
Volume: 52
Issue: 7/8
Year: 2018
