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Author

Piotr Zaborek

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Review Oct 2026

The impact of body positivity on consumer purchase intentions: exploring the drivers and disincentives of body-positive advertising effectiveness in fashion

This study investigates how body-positive fashion advertising influences consumer purchase intentions, focusing on young women in Central and Eastern Europe. It addresses ambiguous findings in the literature by examining the psychological factors determining advertising effectiveness. Based on survey data fr...

Piotr Zaborek, Viktoriia Kaplunska · 0 citations

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