Something seems fishy: mainstream consumer response to drag queen imagery
Abstract This study investigates how drag queen imagery in advertising and mainstream consumers’ tolerance towards homosexuality (i.e., drag queens) affect their attitudes towards the advertisement and brand in the context of beauty brand advertising. Based on the social identity theory, this study...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2020-07-01
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| Series: | Fashion and Textiles |
| Subjects: | |
| Online Access: | http://link.springer.com/article/10.1186/s40691-020-00211-y |