Pub Date : 2023-06-12DOI: 10.1177/02761467231178550
Hyunsun Yoon, Aidan Kelly
This pedagogic commentary introduces the concept of “brand blunders” to the macromarketing literature and considers the interaction between advertising, race, and society from a macromarketing perspective. We first analyze relevant literature on cultural stereotyping in advertising for both gender and race, and evaluate consumer responses to ideologies in advertisements. Three prominent recent racial controversies are selected to examine the nature of the advertising imagery, consumer interpretations of the advertisements in question, and the company responses to the public furor created by these campaigns. We then consider the issues, implications, and potential actions for macromarketing raised by these examples, and some key research questions that arise for future macromarketing scholarship. The commentary is intended to provide macromarketing educators with a summary of the key knowledge base on the relationship between advertising, race, and society, for use in courses in advertising, brand management, consumer research, innovation management, marketing communications, and marketing strategy.
{"title":"Brand Blunders and Race in Advertising: Issues, Implications, and Potential Actions from a Macromarketing Perspective","authors":"Hyunsun Yoon, Aidan Kelly","doi":"10.1177/02761467231178550","DOIUrl":"https://doi.org/10.1177/02761467231178550","url":null,"abstract":"This pedagogic commentary introduces the concept of “brand blunders” to the macromarketing literature and considers the interaction between advertising, race, and society from a macromarketing perspective. We first analyze relevant literature on cultural stereotyping in advertising for both gender and race, and evaluate consumer responses to ideologies in advertisements. Three prominent recent racial controversies are selected to examine the nature of the advertising imagery, consumer interpretations of the advertisements in question, and the company responses to the public furor created by these campaigns. We then consider the issues, implications, and potential actions for macromarketing raised by these examples, and some key research questions that arise for future macromarketing scholarship. The commentary is intended to provide macromarketing educators with a summary of the key knowledge base on the relationship between advertising, race, and society, for use in courses in advertising, brand management, consumer research, innovation management, marketing communications, and marketing strategy.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"403 - 417"},"PeriodicalIF":3.1,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43992228","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-06-04DOI: 10.1177/02761467231180456
Livia Tiemi Bastos Rudolph, Mariana Bassi Suter, S. R. Barakat
This study sought to examine new marketing ethics (ME) practices that can foster strong moral grounding in the fashion and apparel retail firms to delineate a new approach within this industry. We built on the distributive justice and stakeholder orientation literature to conduct a multi-case study with 15 self-proclaimed ethical fashion and apparel retailers to identify whether and how they differ from traditional and fast fashion retailers. Several data collection techniques were used to gather the evidence (i.e., direct observation, physical and online interviews) combined with a netnographic approach (i.e., online observation of websites and social media content). Our findings show that these firms are guided by ethical-centered values, which are reflected in their product components, purpose, communication practices, and sourcing practices, which point to the emergence of a new business approach. We contribute to the macromarketing literature by identifying a new perspective on the role of morality in ME based on distributive justice principles and stakeholder orientation. We also propose a more refined definition of ethical fashion and apparel retailers.
{"title":"The Emergence of a New Business Approach in the Fashion and Apparel Industry: The Ethical Retailer","authors":"Livia Tiemi Bastos Rudolph, Mariana Bassi Suter, S. R. Barakat","doi":"10.1177/02761467231180456","DOIUrl":"https://doi.org/10.1177/02761467231180456","url":null,"abstract":"This study sought to examine new marketing ethics (ME) practices that can foster strong moral grounding in the fashion and apparel retail firms to delineate a new approach within this industry. We built on the distributive justice and stakeholder orientation literature to conduct a multi-case study with 15 self-proclaimed ethical fashion and apparel retailers to identify whether and how they differ from traditional and fast fashion retailers. Several data collection techniques were used to gather the evidence (i.e., direct observation, physical and online interviews) combined with a netnographic approach (i.e., online observation of websites and social media content). Our findings show that these firms are guided by ethical-centered values, which are reflected in their product components, purpose, communication practices, and sourcing practices, which point to the emergence of a new business approach. We contribute to the macromarketing literature by identifying a new perspective on the role of morality in ME based on distributive justice principles and stakeholder orientation. We also propose a more refined definition of ethical fashion and apparel retailers.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"367 - 383"},"PeriodicalIF":3.1,"publicationDate":"2023-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41848187","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-25DOI: 10.1177/02761467231171548
R. Adams
Years ago Shelby Hunt noted that cromarketing focuses on marketing systems, the impact of marketing systems on society, and the impact and consequences of society on marketing systems. The ruling by the United States Supreme Court enabling states to require remote sellers to collect and remit sales taxes on in-state purchases exemplifies the latter. Imposing a new tax burden on previously untaxed remote sellers has the power to alter the structure of retailing and impact consumer welfare. Responding to “new economic realities,” the Court reversed long-standing precedent requiring that sellers must have a physical presence in the state to be subject to taxation. Proponents viewed this as a major step in restoring lost tax revenues to the states. Critics point to the inconsistency of the Court's ruling with stare decisis, the regressive nature of sales taxes, and recent public policy mandates stemming from the Covid pandemic. Although the Wayfair ruling is now the law and many of the concerns voiced prior to the Court's action seem to have been unfounded, the macromarketing implications remain. The potential impact of public policy on retailing cannot be ignored nor should the regressive nature of an increase in sales taxes on income inequality be overlooked. Additionally, there remain questions of fairness and administration with the ruling. Students of macromarketing should not ignore these issues. The responsibility to examine the impact of society—and the Court—on marketing systems was reinforced years ago by Bartels and Jenkins: “…the goal of marketing is the achievement of entrepreneurial goals in a manner consistent with the best overall interests of society… Macro models represent value judgments made by society for society; by governments in the form of laws, administrative orders, and judicial decisions…and by others who assume the role of advocating what is best for the general welfare.”
{"title":"An Assessment of the Supreme Court's Ruling in South Dakota V. Wayfair: A Macromarketing Case Study","authors":"R. Adams","doi":"10.1177/02761467231171548","DOIUrl":"https://doi.org/10.1177/02761467231171548","url":null,"abstract":"Years ago Shelby Hunt noted that cromarketing focuses on marketing systems, the impact of marketing systems on society, and the impact and consequences of society on marketing systems. The ruling by the United States Supreme Court enabling states to require remote sellers to collect and remit sales taxes on in-state purchases exemplifies the latter. Imposing a new tax burden on previously untaxed remote sellers has the power to alter the structure of retailing and impact consumer welfare. Responding to “new economic realities,” the Court reversed long-standing precedent requiring that sellers must have a physical presence in the state to be subject to taxation. Proponents viewed this as a major step in restoring lost tax revenues to the states. Critics point to the inconsistency of the Court's ruling with stare decisis, the regressive nature of sales taxes, and recent public policy mandates stemming from the Covid pandemic. Although the Wayfair ruling is now the law and many of the concerns voiced prior to the Court's action seem to have been unfounded, the macromarketing implications remain. The potential impact of public policy on retailing cannot be ignored nor should the regressive nature of an increase in sales taxes on income inequality be overlooked. Additionally, there remain questions of fairness and administration with the ruling. Students of macromarketing should not ignore these issues. The responsibility to examine the impact of society—and the Court—on marketing systems was reinforced years ago by Bartels and Jenkins: “…the goal of marketing is the achievement of entrepreneurial goals in a manner consistent with the best overall interests of society… Macro models represent value judgments made by society for society; by governments in the form of laws, administrative orders, and judicial decisions…and by others who assume the role of advocating what is best for the general welfare.”","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"418 - 427"},"PeriodicalIF":3.1,"publicationDate":"2023-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43859899","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-10DOI: 10.1177/02761467231172157
K. T. Manis, Seth Cockrell, Wesley Friske
Trust has long been recognized as an important component of marketing systems. However, while macromarketing researchers argue that a lack of trust in business can impact other components of marketing systems, very few empirical studies in marketing investigate the determinants or outcomes associated with this type of trust. Accordingly, we begin with the premise that trust in major corporations is a critical, micro-level attitude that affects the performance of a marketing system. Then, we investigate the factors that influence trust in major corporations by analyzing how perceptions of government involvement in business, political ideology, and other attitudinal and demographic variables affect trust. Using hierarchical linear modeling, we find that trust has a curvilinear relationship with perceptions of free-market competition, in which too much trust, or too little, leads to negative perceptions - trust plays a critical mediating role in constructing beliefs about free markets. Additionally, we show that macroeconomic variables influence the first stage of attitude formation toward major corporations, with gross domestic product (GDP) per capita and foreign direct investment (FDI) acting as moderators in our analysis. Overall, the multi-level moderated-mediation model used in this research embodies a true systems approach to the analysis of marketing systems by demonstrating how the economic outcomes of marketing systems (e.g., GDP and FDI) can also have feedback effects on participants within a marketing system.
{"title":"The Curvilinear Role of Trust in Marketing Systems: Analysis of a Moderated-Mediation Model with Hierarchical Linear Modeling","authors":"K. T. Manis, Seth Cockrell, Wesley Friske","doi":"10.1177/02761467231172157","DOIUrl":"https://doi.org/10.1177/02761467231172157","url":null,"abstract":"Trust has long been recognized as an important component of marketing systems. However, while macromarketing researchers argue that a lack of trust in business can impact other components of marketing systems, very few empirical studies in marketing investigate the determinants or outcomes associated with this type of trust. Accordingly, we begin with the premise that trust in major corporations is a critical, micro-level attitude that affects the performance of a marketing system. Then, we investigate the factors that influence trust in major corporations by analyzing how perceptions of government involvement in business, political ideology, and other attitudinal and demographic variables affect trust. Using hierarchical linear modeling, we find that trust has a curvilinear relationship with perceptions of free-market competition, in which too much trust, or too little, leads to negative perceptions - trust plays a critical mediating role in constructing beliefs about free markets. Additionally, we show that macroeconomic variables influence the first stage of attitude formation toward major corporations, with gross domestic product (GDP) per capita and foreign direct investment (FDI) acting as moderators in our analysis. Overall, the multi-level moderated-mediation model used in this research embodies a true systems approach to the analysis of marketing systems by demonstrating how the economic outcomes of marketing systems (e.g., GDP and FDI) can also have feedback effects on participants within a marketing system.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" ","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-05-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42609654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-09DOI: 10.1177/02761467231174426
Philip Sugai, Gautam Mahajan
This paper outlines how value can be measured across four elements of the firm/stakeholder relationship beyond standard economic measures. It takes into account the perception of financial value along with non-financial benefits provided and received by the firm and its stakeholders. Focusing only upon the economic or financial outcomes of such relationships can lead to erroneous results as the money spent may not create value for the receiver, and could even do significant harm. The aggregation of views across different firms together with the perceptions of various stakeholders will allow for comparisons between firms and stakeholders. Applying this conceptual model will also reveal what is important to the firm versus what is important to the stakeholder. This paper proposes an improved approach to conceptualizing and measuring net value in which businesses can see if the value they provide exceeds the value they receive from stakeholders and vice versa.
{"title":"Measuring Value Created for and by Stakeholders","authors":"Philip Sugai, Gautam Mahajan","doi":"10.1177/02761467231174426","DOIUrl":"https://doi.org/10.1177/02761467231174426","url":null,"abstract":"This paper outlines how value can be measured across four elements of the firm/stakeholder relationship beyond standard economic measures. It takes into account the perception of financial value along with non-financial benefits provided and received by the firm and its stakeholders. Focusing only upon the economic or financial outcomes of such relationships can lead to erroneous results as the money spent may not create value for the receiver, and could even do significant harm. The aggregation of views across different firms together with the perceptions of various stakeholders will allow for comparisons between firms and stakeholders. Applying this conceptual model will also reveal what is important to the firm versus what is important to the stakeholder. This paper proposes an improved approach to conceptualizing and measuring net value in which businesses can see if the value they provide exceeds the value they receive from stakeholders and vice versa.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"289 - 298"},"PeriodicalIF":3.1,"publicationDate":"2023-05-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43311805","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-07DOI: 10.1177/02761467231174027
Nguyen N. Q. Thu, Nguyen Dinh Tho
Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.
{"title":"Firms’ Sustainability Marketing Commitment: The Roles of Chief Marketing Officers’ Future Focus and Prosocial Motivation","authors":"Nguyen N. Q. Thu, Nguyen Dinh Tho","doi":"10.1177/02761467231174027","DOIUrl":"https://doi.org/10.1177/02761467231174027","url":null,"abstract":"Drawing upon the time perspective and self-determination theories, this study examined the role of two personal resources of chief marketing officers (CMOs), including future focus and prosocial motivations (pleasure-based and pressure-based), in firms’ sustainability marketing commitment in Vietnam, an emerging and transitioning market. The results produced by structural equation modeling, based on a sample of 286 CMOs of firms, revealed that CMOs’ future focus had a positive effect on firms’ sustainability marketing commitment. In addition, pleasure-based and pressure-based motivations partially mediated the relationship between CMOs’ future focus and firms’ sustainability marketing commitment. The results produced by necessary condition analysis demonstrated that, among three CMOs’ personal resources, only CMOs’ pleasure-based prosocial motivation plays the role of a necessary condition for the presence of firms’ sustainability marketing commitment. The study findings highlight the role of CMOs’ personal resources in achieving sustainability marketing of firms in emerging and transitioning markets.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"44 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-05-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135961118","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-25DOI: 10.1177/02761467231171892
Michelle I-Chieh Yang
This commentary examines the increasing politicization of tourism and attempts to theorize the phenomenon through a multilevel analysis. Tourism scholars have examined the link between politics and tourism through the prism of sustainability, terrorism, geopolitics, and tourism development. However, these studies have focused on different tourism activities or encounters without theorizing the relationship between politics and tourism consumption. This commentary argues that the increasing influence of nationalism in global politics, which also affects tourism consumption, requires a new conceptualization. The theoretical premise of political consumption is used to guide the multilevel (macro, meso, and micro) analysis of two recent tourist boycotts: 1) the THAAD incident between South Korea and China and 2) the APA boycott by Chinese tourists.
{"title":"Politicized Tourism Consumption","authors":"Michelle I-Chieh Yang","doi":"10.1177/02761467231171892","DOIUrl":"https://doi.org/10.1177/02761467231171892","url":null,"abstract":"This commentary examines the increasing politicization of tourism and attempts to theorize the phenomenon through a multilevel analysis. Tourism scholars have examined the link between politics and tourism through the prism of sustainability, terrorism, geopolitics, and tourism development. However, these studies have focused on different tourism activities or encounters without theorizing the relationship between politics and tourism consumption. This commentary argues that the increasing influence of nationalism in global politics, which also affects tourism consumption, requires a new conceptualization. The theoretical premise of political consumption is used to guide the multilevel (macro, meso, and micro) analysis of two recent tourist boycotts: 1) the THAAD incident between South Korea and China and 2) the APA boycott by Chinese tourists.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"299 - 305"},"PeriodicalIF":3.1,"publicationDate":"2023-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48072246","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-24DOI: 10.1177/02761467231170864
Ashley Deutsch
This article takes a structural approach to understand how complex organizations, in this case public school districts in the United States, implement programs to promote greater justice for consumers. Drawing on the integrative justice model as a guide, this study uses deductive grounded theory and axial coding to understand how social programs, such as the National School Lunch Program, both orchestrate and obstruct distributive justice (DJ). Leaning on public policy and macromarketing literature and using ethnographic data as a guide, the study proposes a market orchestration model of DJ to offer guidance on how social programs can promote greater DJ.
{"title":"Toward Market Orchestration of Distributive Justice: Rearticulation of the Integrative Justice Model for Social Programs","authors":"Ashley Deutsch","doi":"10.1177/02761467231170864","DOIUrl":"https://doi.org/10.1177/02761467231170864","url":null,"abstract":"This article takes a structural approach to understand how complex organizations, in this case public school districts in the United States, implement programs to promote greater justice for consumers. Drawing on the integrative justice model as a guide, this study uses deductive grounded theory and axial coding to understand how social programs, such as the National School Lunch Program, both orchestrate and obstruct distributive justice (DJ). Leaning on public policy and macromarketing literature and using ethnographic data as a guide, the study proposes a market orchestration model of DJ to offer guidance on how social programs can promote greater DJ.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":" ","pages":""},"PeriodicalIF":3.1,"publicationDate":"2023-04-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48999069","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-21DOI: 10.1177/02761467231169571
Xiaoling Guo
Andres Barrios, Universidad de los Andes, Columbia Richard Glavee-Geo, NTNU-Norwegian University of Science and Technology, Norway Xiaoling Guo, University of International Business and Economics, China Joya Kemper, University of Auckland, New Zealand Angelina Le, USA Miranda Mirosa, University of Otago, New Zealand Shoaib Padela, Auckland University of Technology, New Zealand Chloe Preece, ESCP Business School, France Sangah Song, Indiana University East, USA
{"title":"Ad Hoc Reviewers Journal of Macromarketing Volume 43, Number 2, June 2023","authors":"Xiaoling Guo","doi":"10.1177/02761467231169571","DOIUrl":"https://doi.org/10.1177/02761467231169571","url":null,"abstract":"Andres Barrios, Universidad de los Andes, Columbia Richard Glavee-Geo, NTNU-Norwegian University of Science and Technology, Norway Xiaoling Guo, University of International Business and Economics, China Joya Kemper, University of Auckland, New Zealand Angelina Le, USA Miranda Mirosa, University of Otago, New Zealand Shoaib Padela, Auckland University of Technology, New Zealand Chloe Preece, ESCP Business School, France Sangah Song, Indiana University East, USA","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"109 - 109"},"PeriodicalIF":3.1,"publicationDate":"2023-04-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45694719","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-04-16DOI: 10.1177/02761467231168874
Vladimir Demsar, C. Ferraro, July Nguyen, S. Sands
Cancellations, often referred to derogatively as “cancel culture”, are becoming increasingly pervasive in public discourse, political debate, and the marketing field. Cancellations pose a clear threat to established market actors and have the potential to re-organize institutional structures. However, empirical work investigating this phenomenon is limited. This study adopts an institutional theory lens to investigate how calls for brand cancellation unfold. In doing so, it provides insight into how markets are shaped to realign with prevailing institutional logics around political ideology, race, gender, sexuality, abuse, and corporate greed. Further, it outlines the triggers that prompt institutional entrepreneurs to attempt to delegitimize the existence of incumbent brands. It also reveals how various actors (consumers, brands, media, affiliates, influencers, opponents) engage in institutional work to disrupt, create, or maintain institutional logics, as well as their own legitimacy. Macro implications for social values, political factions, markets, marketing practices, and brands are discussed.
{"title":"Calling for Cancellation: Understanding how Markets Are Shaped to Realign With Prevailing Societal Values","authors":"Vladimir Demsar, C. Ferraro, July Nguyen, S. Sands","doi":"10.1177/02761467231168874","DOIUrl":"https://doi.org/10.1177/02761467231168874","url":null,"abstract":"Cancellations, often referred to derogatively as “cancel culture”, are becoming increasingly pervasive in public discourse, political debate, and the marketing field. Cancellations pose a clear threat to established market actors and have the potential to re-organize institutional structures. However, empirical work investigating this phenomenon is limited. This study adopts an institutional theory lens to investigate how calls for brand cancellation unfold. In doing so, it provides insight into how markets are shaped to realign with prevailing institutional logics around political ideology, race, gender, sexuality, abuse, and corporate greed. Further, it outlines the triggers that prompt institutional entrepreneurs to attempt to delegitimize the existence of incumbent brands. It also reveals how various actors (consumers, brands, media, affiliates, influencers, opponents) engage in institutional work to disrupt, create, or maintain institutional logics, as well as their own legitimacy. Macro implications for social values, political factions, markets, marketing practices, and brands are discussed.","PeriodicalId":47896,"journal":{"name":"Journal of Macromarketing","volume":"43 1","pages":"322 - 350"},"PeriodicalIF":3.1,"publicationDate":"2023-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41727760","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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