Does history really matter: Investigating historical branded executions' effects on contemporary consumer attitudes

Leak, Roland L.; McNeil, Kimberly R.; Crockett, David

doi:10.1111/joca.12379

Cited by 7 publications

(3 citation statements)

References 61 publications

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“…Crockett (2017) investigates the coping strategies black people use to resist everyday racism in the consumption domain, arguing that such strategies depend on how ideology, strategy, and consumption are connected to sociohistorical aspects. Leak et al (2021) explore how historical remnants of marketing communications affect black consumers' brand attitudes, finding that exposure to marketing executions incorporating race-related stigma has a detrimental influence in such a marketplace subsegment. Involuntary prosumption in a stigmatizing context is investigated by Rocha et al (2020).…”

Section: Self-stigmamentioning

confidence: 99%

Stigma in marketing and consumer research: A literature review and research agenda

Rocha,

Veloso

2024

J of Consumer Behaviour

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Stigma is a discrediting attribute that emerges in social interactions, playing different roles in different contexts. Several fields (e.g., sociology and psychology) have dedicated special attention to this phenomenon as it significantly impacts people's lives. Although there is some interest in the idiosyncrasies of stigma in marketing and consumer behavior, the literature investigating such a concept is still fragmented. This systematic literature review addresses the stigma concept in marketing and consumer behavior studies by analyzing 82 articles directly approaching stigma in empirical studies. As to the contributions of our study: (1) it synthesizes the literature on stigma in marketing and consumer research, presenting the state‐of‐the‐art in this domain; (2) our two‐step thematic analyses combine a descriptive assessment of our sample by using consolidated models from socio‐psychology and an examination of the articles from the perspective of the dynamic nature of stigma in the marketplace and the processes of stigmatization and destigmatization; (3) it put forward a future research agenda suggesting research avenues worth exploring by marketing and consumer behavior researchers to advance knowledge on marketplace stigma. We found that stigma is a topic that fits in a wide range of theories, contexts, and methods in marketing and consumer behavior literature.

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Section: Self-stigmamentioning

confidence: 99%

Stigma in marketing and consumer research: A literature review and research agenda

Rocha,

Veloso

2024

J of Consumer Behaviour

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“…This is evidenced by the fact that ‘[m]arketing executions (e.g. advertisements, packaging, and brand imagery) incorporating racial or ethnic stereotypes are present in many brands’ histories’ (Leak et al, 2021: 455). In addition, as Littler (2008b: 72) has argued, corporate marketers have ‘absorbed the demands for equality of representation into their pursuit of private capital to be shared by the few’ (p. 72).…”

Section: Consumer Culture and Notions Of ‘Normal’ Lifementioning

confidence: 99%

‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic

Sobande

Klein

2022

European Journal of Cultural Studies

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The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life.

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“…Business scholars have scrutinized these problematic practices; for example, promoting stereotypes via tone-deaf marketing communications or engaging in opportunistic and inauthentic brand activism (Crockett, 2022; Leak et al , 2021; Mirzaei et al , 2022; Vredenburg et al , 2020). Racial group representations in contemporary marketing communications remain a concern (Davis, 2018; Potts, 1997).…”

mentioning

confidence: 99%

Guest editorial: challenging the coloniality of raced markets

Shabbir

Hyman²,

Kostyk

2023

JCM

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Purpose This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory historical overview briefly discusses coloniality, capitalism, eugenics, modernism, transhumanism, neo-liberalism, and liquid racism. Then, the special issue articles on colonial-based commodity racism, racial beauty imagery, implicit racial bias, linguistic racism and racial imagery in ads are introduced. Design/methodology/approach The historical introduction is grounded in a review of relevant literature. Findings Anti-racism efforts must tackle the intersection between neo-liberalism and racial injustice, the “raceless state” myth should be re-addressed, and cultural pedagogy’s role in normalizing racism should be investigated. Practical implications To stop perpetuating raced markets, educators should mainstream anti-racism and marketing. Commodity racism provides a historical and contemporary window into university-taught marketing skills. Social implications Anti-racism efforts must recognize neo-liberalism’s pervasive role in normalizing raced markets and reject conventional wisdom about a raceless cultural pedagogy, especially with the emergence of platform economies. Originality/value Little previous research has tackled the history of commodity racism, white privilege, white ideology, and instituting teaching practices sensitive to minority group experiences.

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Does history really matter: Investigating historical branded executions' effects on contemporary consumer attitudes

Cited by 7 publications

References 61 publications

Stigma in marketing and consumer research: A literature review and research agenda

Stigma in marketing and consumer research: A literature review and research agenda

‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic

Guest editorial: challenging the coloniality of raced markets

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