Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China

Zhang, Langcheng; Zhou, Xuan; Lou, Chen; Qiu, Haoran

doi:10.1080/02650487.2024.2432239

International Journal of Advertising

2024

DOI: 10.1080/02650487.2024.2432239

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Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China

Langcheng Zhang,

Xuan Zhou,

Chen Lou

et al.

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Local brands can’t be so gay: the effect of gay imagery explicitness on locally vs. globally positioned brands in China

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References 59 publications

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