Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being

Subjective social inclusion: A conceptual critique for socially inclusive marketing

“…Excluding consumers from the target market through under-or mis-representation in marketing communications can damage the reputation of the represented groups, transmit prejudicial and non-inclusionary messages (Bennett, Hill, & Oleksiuk, 2013;Tadajewski, 2012) and affect individual self-perceptions, self-esteem and social status (Bennett, Hill, & Daddario, 2015;Johnson & Grier, 2012). This, in turn, can motivate consumers to revolt against and be frustrated about the brand that poses the exclusionary threat (Kipnis et al, 2012), and cause loss in consumer buying power and market share (Bennett et al, 2013). On the other hand, consumers who feel part of a brand's target market display more favorable attitudes towards marketing communications of that brand (Puntoni, Vanhamme, & Visscher, 2011), and interpret it as acknowledgement and recognition of their presence in the broader society (Lamont & Molnar, 2001).…”

“…First, we aim to provide an in-depth conceptualization of the construct of subjective social inclusion and justification for its importance to the marketing literature. Second, we join recent research streams that question the performance of ethnic marketing Kipnis et al, 2012;Schroeder & Borgerson, 2005), and propose new theoretical underpinnings of marketing communications aimed at enhancing ethnic consumers' inclusion in the host society and corresponding effectiveness of marketing efforts in ethnic consumer markets.…”

Cultural Self-Identification within the Millennial Market: A Qualitative Examination

“…Millennials pride themselves on being open, accepting, and nurturing of diversity, and particularly, in cultural self-identification often times different from their family bloodline-defined traditional culture (Demangeot & Sankaran, 2012;Ford et al, 2012;Kipnis et al, 2013). The implications reflect a necessity for marketers to focus on this particular aspect of the millennial character in the design of their advertisements.…”

“…The implications reflect a necessity for marketers to focus on this particular aspect of the millennial character in the design of their advertisements. The notion of cultural self-identification is put forth by many researchers (Demangeot & Sankaran, 2012;Kipnis et al, 2013;Ladhari et al, 2015). Moreover, it is this cultural self-identification which significantly drives millennial food purchase and consumption habits, particularly with ethnic foods (Demangeot & Sankaran, 2012).…”

Changing lifestyles in the age of fear: projective analysis of social insecurity and consumption patterns

“…The interaction between consumers' states and internal states with the external environment causes vulnerability-situations in which the consumption experience impacts individual and social perceptions of the self. Consumer's internal characteristics relates to 1 biophysical: age (Pettigrew et al, 2005), ethnicity (Kipnis et al, 2013), or disabilities (Baker, 2005) 2 psychosocial: self-image (Mittal, 2015), socio-economic status (Goldsmith and Clark, 2012), and fear of being victimised (Langenderfer and Shimp, 2001) aspects linked to vulnerability.…”