Does gay-themed advertising haunt your brand? The impact of gay-themed advertising

This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand. The study result sugg...

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Bibliographische Detailangaben

Veröffentlicht in:	International journal of advertising 2014-07, Vol.33 (4), p.811
1. Verfasser:	Um, Nam-Hyun
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Advertising campaigns Attitudes Commitments Consumer attitudes Gays & lesbians LGBTQ literature Studies
Online-Zugang:	Volltext
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