Subjective social inclusion: A conceptual critique for socially inclusive marketing

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

TitleSubjective social inclusion: A conceptual critique for socially inclusive marketing
TypeJournal article
AuthorsLicsandru, 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.

KeywordsEthnic marketing
Inclusive marketing
Marketing communications
Multi-ethnic
JournalJournal of Business Research
Journal citation82, pp. 330-339
ISSN0148-2963
Year2018
PublisherElsevier
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jbusres.2017.08.036
Web address (URL)https://www.journals.elsevier.com/journal-of-business-research
Publication dates
Published09 Oct 2017

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