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The purpose of the project was to identify a mechanism of causal relationship between Brand Public Relations (BPR) and societal change in the perception of women gender roles.

Experimental evidence was obtained in three countries (N = 378) to examine the mechanism of societal impact of BPR. Effects of spillover of evaluations between two sub-brands of a house of brands company, caused by positive publicity about communication co-created by Public Relations (PR), were analysed.

Findings supported the existence of a positive spillover of evaluations. A mechanism of the societal impact of PR was also captured: an indirect effect of news stories about a non-objectifying portrayal of women in the male reference brand on the typicality of a non-stereotypical women role in society was demonstrated.

Experiments were conducted over a period of three years, during which publics perception of brands' communication about gender portrayal might have changed.

The paper argues for greater recognition of brand public relations professionals as co-creators of promotional brand communication. It gives evidence that one of the unique competencies of BPR is insight into publics and predicting long-term consequences of brand communication.

The findings of the research project suggest a mediated nature of influence of BPR on the perception of typicality of gender (women) roles in society. PR communicators should learn what areas of practice of PR require specific skills for the function of PR to develop the new competence.

This paper is the first one that aimed at establishing a common terminological framework of the societal impact of public relations.

This article adds to the existing literature by identifying persistent sociocultural norms that influence organizational culture as facilitators of gendered microaggressions experienced by women in the workplace.

Data were obtained from 25 women employees in the Indian banking and finance sector following an unstructured interview. Grounded theory was utilized to establish that organizational culture, which in turn is reinforced by gender microaggressions, contributes to its prevalence.

Gender microaggressions manifest in the form of Alienation, Opportunity Denial, Invisible Restrictions and Sexual Innuendos. The relationship between organizational culture and gender microaggressions is cyclical, reinforcing and strengthening each other.

This is the first study on gender microaggressions to be conducted in the banking and finance sector.

The study aims to examine the conceptualization of online abuse (OA) and identifies theories, countries of research, top-cited articles, methodologies, antecedents, mediators, outcomes and moderators of OA and future research opportunities. Two research questions are addressed. How have the past studies on OA progressed regarding theories, context, characteristics and methodology? What future research opportunities can be done in this area?

This study systematically reviews, synthesizes and integrates OA literature using the well-recommended preferred reporting items for systematic reviews and meta-analyses (PRISMA) rules. The literature on OA was synthesized based on the Theory–Context–Characteristics–Methodologies (TCCM) framework given by Paul and Rosado-Serrano.

Through an examination of TCCM used in OA research, the review presents an all-inclusive and up-to-date overview of the research in this arena and sets a future research agenda to spur scholarly research. This systematic literature review has analyzed top-quality sample papers, published in the past decade. As a result, it contributes to a better understanding of this relationship by analyzing the different types of use and the value added to the shopping experience.

This study provides groundwork for researchers and promotes a deeper understanding of OA.

Many women report experiences of street harassment during their lifetime. Previous quantitative survey research has shown the variety of ways in which this type of harassment can impact upon a victim’s life, including restricting their freedom of movement and fear of further victimisation. The purpose of this study is understand the immediate and enduring psychological impact of street harassment on female victim-survivors.

The present study aims to explore, qualitatively, women’s experiences of street harassment through thematic analysis of on 35 online blog posts. Data were collected from the “Stop Street Harassment” website, where women are invited to share their experiences anonymously.

Three main themes were generated from the data. First was the age at which women began to experience street harassment, with recurring early incidents during formative childhood years. Second was the impact that experiences had on their mental health and psychological well-being with feelings of shame, fear, self-loathing, as well as decreased self-esteem and confidence experienced in the immediate aftermath – though the longer-term negative emotions reported were enduring feelings of anger alongside a constant state of anxiety from feelings of vulnerability to further victimisation. The final theme was the modification of behaviour after experiencing street harassment where women choose to avoid walking alone on the streets or consciously changed their clothing choices, to avoid being harassed.

This study offers a further qualitative insight into the real-life experience and psychological consequences of street harassment upon survivors’ mental health.

This study aims to examine the construction of feminine beauty by onnagata kabuki actors in Japan’s history, with a focus on their narratives in modern advertorials about beauty products. The objective is to identify emerging themes in their narratives and to analyze the symbolism and rhetoric used to persuade the audience to enhance traditional feminine “beauty” by using the specific brand in the wake of Japan’s modernization and Westernization.

The study primarily employs semiotic analysis of advertorials in the newspaper and in the kabuki theatre’s program. They are supplemented with images from premodern prints. Visual content is described and analyzed as well.

The narration of the onnagata in the advertorial is the process of “truth-telling,” where the primary concern of the storyteller is persuasion about truth, such as belief in the new method of makeup with the advertised brand, and falsehood, such as belief in the old method of skincare. Four themes and binary oppositions of values emerged from the data: (1) Identity: selves vs others; (2) Material objects, cosmetics: scientific vs primitive; (3) Practice: competent vs incompetent, and (4) Transformations: intentional vs incidental.

The research shows that Japan’s onnagata transvestism tradition and its influences on women’s beauty practice have existed since the premodern period, preceding contemporary cross-gender beauty practices observed in social media.

This article details a research approach that created impact through suspending assumptions of Western research methods and positioning Indigenous research partners as experts and co-creators of the research process.

The research partnership placed Indigenous ways of knowing, being and doing at the center of research design and methodological choices. At all decision-making points upon commencement of the research, Indigenous (non-academic) research partners were engaged and determined the outcomes of the research partnership.

The impact of this research partnership was three-fold. First, this partnership impacted women directly through employment of Australian Indigenous Environmental Rangers as research associates. Second, the partnership increased awareness and collectivism of Indigenous women’s voices as leaders and advocates for policy change, bringing a new cohort of women rangers wishing to participate as research associates in the project. Third, was the establishment of a National Forum and the formal application for a $1,000,000 Australian Research Council Linkage Project grant to continue research at the National Forum.

We offer readers the opportunity to observe our process of engaging in effective research collaborations with Australian Indigenous peoples who are typically not included as co-creators and equal partners in Western academic research. The research collaboration centered upon Indigenous ways of knowing, being and doing to amplify impact. We demonstrate the impact of framing the research as storytelling, so enabling data collection through the culturally safe methods of “dadirri” as well as the “yarning circle”, both of which privilege Indigenous knowledge systems.

This paper critically examines the effectiveness of male anchor in cross-gender endorsements and questions whether it can truly deliver positive outcomes for advertisers in the context of live streaming. It explores the underlying mechanisms of this effect by examining the mediation effect of perceived gender-identity incongruence and the moderation effect of anchor presence.

Three experiments are conducted to examine the effect of cross-gender endorsement on purchase intention.

The findings from three experiments provide empirical evidence that the endorsement of female-gendered products by male anchors leads to a significant decrease in the evaluation of these products among female consumers. This negative effect is mediated by a sense of gender-identity incongruence experienced by female consumers. Furthermore, the study demonstrates that female customers exhibit higher purchase intent for female-gendered products endorsed by male virtual anchors compared to real anchors; however, the same pattern was not observed in the case of female anchors.

This paper empirically examines the possible negative effects of the male anchor endorsement in the live streaming context. It reveals the underlying mechanism of this negative effect, and how the virtual “presence” take a role in this underlying mechanism.

This paper explores the role of accounting and accountability techniques in contributing to Australia’s border industrial complex.

We use the political thought of Behrouz Boochani to explore the role that accounting techniques play at the micro and macro level of his dialectic of alienation and freedom. Firstly, we explore the accounting and accountability techniques detailed in Boochani’s No Friend but the Mountain, which gives an account of his life in Manus Prison, and the accounting techniques he experienced. Secondly, we explore the discourse of alienation created within the annual reporting of the Australian Federal Government regarding the border industrial complex.

We argue that the border industrial complex requires the alienation of asylum seekers from their own humanity for capital accumulation, and that accounting and accountability techniques facilitate this form of alienation. These techniques include inventorying, logging and queuing at the micro level within Manus Prison. This alienates those trapped in the system from one another and themselves. Techniques also include annual reporting at a macro level which alienates those trapped in the system from the (White) “Australian Community”. However, these techniques are resisted at every point by assertions of freedom.

We illustrate the role of accounting in accumulation by alienation, where the unfreedom of incarcerated asylum seekers is a site of profit for vested interests. But also that this alienation is resisted at every point by refusals of alienation as assertions of freedom. Thus, this study contributes to the accounting literature by drawing from theories of alienation, and putting forward the dialectic of alienation and freedom articulated by Boochani and collaborators.

Access to good menstrual products is a human rights issue. Yet, there are rising health concerns of women regarding traditional–plastic sanitary napkins. The usage of these products has raised apprehensions towards the environmental pollution due to the plastic content. The solution for both these issues lies in the sustainable menstrual products. As menstruation is a public health issue, this study aims to identify the role of health beliefs on attitude of women towards sustainable menstrual products.

A survey was conducted for the purpose of data collection. The study uses questionnaire as a research instrument to gain an insight on women health beliefs towards sustainable menstrual products. Data was collected from 527 women respondents through convenience sampling. SPSS and Smart-PLS 4 were used for analysing the data.

Results of the study indicate that all the health belief perceptions had a significant impact on attitude. Women with more positive health belief and less negative health beliefs are the potential consumers for sustainable menstrual products.

To the best of the authors’ knowledge, this the first study that uses health belief model to explore and add to the menstruation literature especially sustainable menstrual hygiene.

The purpose of this research is to examine the extent to which source attractiveness and source credibility (or skill in a sporting context) provide an effective marketing strategy for Field Hockey in New Zealand, a minority sport Minority sports struggle to generate capital and have minimal sponsorship backing due to small participation and viewership rates compared to “major sports”. By understanding how source attractiveness and source credibility work in the context of a minority sport such as hockey, more effective advertising towards target audiences can be achieved. We also consider differences between advertising to players and no-players of the sport. This is the first research to consider these issues.

Four advertisements were created in an experimental design that manipulated the two variables: source credibility and source attractiveness, in an advertisement promoting Hockey. A survey was conducted, using an online questionnaire.

Results show that a mixture physical attractiveness and skill (credibility) increase attitudes towards the advertisement. This results in positive intentions to both watch and play hockey. When the respondents were segmented into hockey players and non-hockey players, only skill is effective for the Hockey Player segment, whereas both skill and attractiveness are effective for non-players.

Future research should include comparing hockey to further minority sports codes. Additionally, understanding if male models created the same effects would be particularly interesting for further research.

Management should focus on skill, with physical attractiveness being considered, but not as the most important attribute. If targeting hockey players, skill needs to be especially visible. Even though these elements could be argued to be within the “proverbial eye of the beholder”, the results have shown that in terms of sports advertising, it is possible to portray these two attributes in a generalised way.

This research to focuses on source credibility and attractiveness in a minority sporting context, in particular field hockey, whereas the majority of research considers major sporting codes. In addition, involvement with the sport is also considered.