How females perceive masculine advertising models? : Master of Business Study in Marketing at Albany Campus, Massey University, New Zealand

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dc.contributor.authorXu, Yujun
dc.date.accessioned2017-05-23T03:46:55Z
dc.date.available2017-05-23T03:46:55Z
dc.date.issued2016
dc.description.abstractThis research helps to discover: (1) relevant masculinity types for male advertising models in China; (2) Chinese female consumers’ reaction to different masculinity types of male advertising models; (3) different characteristics of Chinese females that are relevant for reactions to different types of male advertising models in China. Based on a online survey with 384 female respondents in China, we found that Stern and Sophisticated masculinity type would be the most welcomed one among female’s view. Our results also show the importance of fashion leaders who hold totally different opinions with fashion followers. Moreover, we do not find the significant differences between different age groups, gender identity or living environment. But we confirm that fashion leaders tend to be younger, more masculinity urban female in our survey. These results should be an innovative field to the existing literature and provide implications for future male model studies. Keywords: Male masculinity types; Fashion Leadership; Stern and Sophisticated; Hofstede’s cultural dimensions; Metrosexuality.en_US
dc.identifier.urihttp://hdl.handle.net/10179/11071
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectWomen consumersen_US
dc.subjectMen in advertisingen_US
dc.subjectMale modelsen_US
dc.subjectBody imageen_US
dc.subjectMale masculinity typesen_US
dc.subjectFashion leadershipen_US
dc.subjectStern and sophisticateden_US
dc.subjectHofstede’s cultural dimensionsen_US
dc.subjectMetrosexualityen_US
dc.subjectChinaen_US
dc.titleHow females perceive masculine advertising models? : Master of Business Study in Marketing at Albany Campus, Massey University, New Zealanden_US
dc.typeThesisen_US
massey.contributor.authorXu, Yujunen_US
thesis.degree.disciplineMarketingen_US
thesis.degree.grantorMassey Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Business Studies (MBS)en_US
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