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Brand transgressions in advertising related to diversity, equity and inclusion : implications for consumer–brand relationships

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Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships

Mazzoli, Valentina; Donvito, Raffaele; Zarantonello, Lia - In: Journal of Product & Brand Management 33 (2024) 5, pp. 516-532

Purpose Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions...

Persistent link: https://www.econbiz.de/10015352159