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The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
The Effect Of Diversity Initiatives By Brands On Consumer Perceptions, Dolph F. Nelson Iv, Laura Boman
Association of Marketing Theory and Practice Proceedings 2022
Over the course of the last few years, there has been an increase in the number of brands that are using their platforms to raise awareness for and support social justice causes/initiatives, such as gender equality in sports, Black Lives Matter, and #MeToo. Cause-related marketing (CRM), the broader terminology under which this practice falls under, has been the primary subject of prior research projects. Westberg (2004) suggests that consumers respond more favorably to CRM initiatives compared to sponsorship and sales promotion, and that there is some support that CRM initiatives help in increasing consumer attitudes of a brand. Other prior …