Subjective social inclusion: A conceptual critique for socially inclusive marketing

Licsandru, Tana Cristina and Cui, Charles (2018) Subjective social inclusion: A conceptual critique for socially inclusive marketing. Journal of Business Research, 82. pp. 330-339. ISSN 0148-2963

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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.

Item Type: Article
Uncontrolled Keywords: Multi-ethnic, Ethnic marketing, Inclusive marketing, Marketing communications
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: Becky Skoyles
Date Deposited: 28 Nov 2018 12:20
Last Modified: 19 Nov 2019 09:47

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