Licsandru, T.C. and Cui, C. 2018. Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research. 82, pp. 330-339. https://doi.org/10.1016/j.jbusres.2017.08.036
| Title | Subjective social inclusion: A conceptual critique for socially inclusive marketing |
|---|---|
| Type | Journal article |
| Authors | Licsandru, T.C. and Cui, C. |
| Abstract | This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness, empowerment, equality and respect. The proposed framework of inclusive marketing explains the potential effect of multi-ethnic embedded marketing communications on self-feelings of social inclusion by ethnic consumers, as well as the intervening effects of ethnic self-referencing, ethnic self-awareness, ethnic self-identification and self-congruity. The analysis shows that multi-ethnic embedded marketing communications may represent an effective means to more inclusive communication with ethnic individuals for the benefits of consumer wellbeing and marketing effectiveness. This paper initiates a new research agenda of marketing to disadvantaged individuals, with implications for future research, practice, and public policy. |
| Keywords | Ethnic marketing |
| Inclusive marketing | |
| Marketing communications | |
| Multi-ethnic | |
| Journal | Journal of Business Research |
| Journal citation | 82, pp. 330-339 |
| ISSN | 0148-2963 |
| Year | 2018 |
| Publisher | Elsevier |
| Digital Object Identifier (DOI) | https://doi.org/10.1016/j.jbusres.2017.08.036 |
| Web address (URL) | https://doi.org/10.1016/j.jbusres.2017.08.036 |
| Publication dates | |
| Published online | 09 Oct 2017 |
| Published in print | 2018 |