Antecedents and Consequences of an Inclusive Brand Marketing – MSI

Working Paper

Antecedents and Consequences of an Inclusive Brand Marketing

Dionne Nickerson

Indiana University

Sundar Bharadwaj

University of Georgia

Omar Rodriguez

Emory University

Oct 25, 2023

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Uses a theories-in-use (TIU) approach and interviews with chief marketing officers, DEI leaders, and other marketing executives from various consumer industries to derive insights on marketing practices associated with marketplace inclusion.

Topics

advertising brands & branding Corporate social responsibility

research recap

Your Marketing is Multicultural—But is Your Brand Inclusive?

While multicultural marketing aims to foster social inclusion through consumption, an inclusive brand can be defined as one that creates, communicates, and delivers product offerings that serve underrepresented consumers by enhancing their perceptions of equality, respect, acceptance, belongingness, and empowerment.

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