Local brands can't be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China
Brands have been promoting gay-themed ads on Chinese social media to voice their support for gay people over the past few years. However, Chinese consumers’ acceptance of these ads remains unclear. Drawing upon the congruency theory, the present study examined how gay imagery explicitness (implicit...
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| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2025
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/182217 |
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| Institution: | Nanyang Technological University |
| Language: | English |