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1. 1. Congruity in gender-neutral advertisement: A comparative cross-sectional study

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Emmi Pauliina Puolakka; Tatiana Najem; [2020]
   Keywords : Gender identity; self-concept; gender congruency; gender-neutral product; skincare; Business and Economics;

   Abstract : The purpose of this thesis is to study the impact the gender congruency between an individual and an advertisement has on the attitudes towards the advertisement of gender-neutral skincare product, while taking into consideration the potential cultural differences. This study used a quantitative approach to conduct a descriptive approach and cross-sectional research design. READ MORE