Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2024 Annual


Inclusive Design and Brand Allyship for Stigmatized Consumers
(A2024-119713)

Published: May 28, 2024

AUTHORS

Natalia Rogova, University of Hagen

ABSTRACT

Brands have recently started engaging in marketing for stigmatized consumers to show their support and allyship in their struggles. However, such marketing efforts are sometimes perceived as woke washing, especially from the side of stigmatized customers. This research tests whether focusing on inclusive design for overlooked consumers and donations to stigmatized identity related charities (a form of brand allyship) in the marketing communication enhances attitudes of marginalized customers to the product, the brand, and the promotion message. The conducted experimental study with LGBTQIA+ customers shows that emphasizing inclusive design narratives is more instrumental in cultivating positive attitudes from stigmatized consumers, rather than focusing on brand allyship. This effect is further mediated by brand-self connection. Furthermore, this study explores the difference in attitudes of trans/non-binary consumers and cis LGBTQIA+ members.