|Title||Subjective social inclusion: A conceptual critique for socially inclusive marketing|
|Authors||Licsandru, T.C. and Cui, C.|
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.
|Journal||Journal of Business Research|
|Journal citation||82, pp. 330-339|
|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|
|Published||09 Oct 2017|