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Publication Detailed Description
Fashion and beauty advertising models’ age and its impact on over 50 female consumers’ purchase intention
2019 Global Fashion Management Conference at Paris Proceedings
Year (definitive publication)
2019
Language
English
Country
France
More Information
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Abstract
Introduction
The study aims to collaborate to a better understanding of a social phenomenon that has gained increasing importance and analyze it under a commercial perspective, concluding about the impacts that it can bring for some markets. The purpose is to study the impact of the Fashion and Beauty advertisements models’ age on the purchase intention of female consumers over 50. This is a segment that has been gaining weight, expression and importance, and it is crucial to understand if it is been addressed with an effective communication strategy.
Acknowledgements
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Keywords
Models’ age,Consumer perceptions,Purchase intention,Structural equation modeling
Funding Records
| Funding Reference | Funding Entity |
|---|---|
| UID/GES/00315/2019 | Fundação para a Ciência e a Tecnologia |
