Attitudes of Contemporary European Women Toward Sex Role Portrayal, Company Image and Purchase Intention: The French versus U.S. Experience

The portrayal of women in advertising has received much attention over the past three decades. However, most of the research is focused on U.S. women and lacks a global perspective. Little is known about the attitudes of non-U.S. women toward female role portrayal in advertising. This study, buildin...

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Veröffentlicht in:	Journal of marketing management 1999-07, Vol.15 (6), p.485-493
Hauptverfasser:	Lundstrom, William J., White, D. Steven, Chopoorian, Jack A.
Format:	Artikel
Sprache:	eng
Online-Zugang:	Volltext
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