广告中与多样性、公平性和包容性有关的品牌违规行为:对消费者与品牌关系的影响

IF 5.2 2区 管理学 Q1 BUSINESS Journal of Product and Brand Management Pub Date : 2024-05-01 DOI:10.1108/jpbm-02-2023-4352
Valentina Mazzoli, Raffaele Donvito, Lia Zarantonello
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引用次数: 0

摘要

目的考虑到当前关于多样性、公平性和包容性的讨论,各品牌都希望在营销活动中表现出对所有人的尊重。尽管有这些意图,但由于品牌在社交媒体营销活动中的越轨行为违反了这些价值观,许多广告仍然引起了消费者强烈的负面反应。本文旨在分析此类社交媒体营销活动对品牌造成的反响,并将这些活动归类为社交媒体广告中的品牌僭越行为。本文采用混合方法设计,包括半结构式访谈(研究 1)、内容分析(研究 2)和在线实验(研究 3)。研究结果本文阐明了在多样性、公平和包容性论述中,哪些因素属于广告中的品牌僭越行为。与广告中的品牌违规行为相关的负面电子口碑(e-WOM)包括负面情绪(如愤怒、蔑视、厌恶和憎恨)和惩罚品牌的行为意图(如负面口碑、品牌回避和抗议行为)。研究局限性/意义本文为品牌管理者提供了指导方针,以便根据消费者对违背多样性、公平性和包容性原则的营销活动的反应,预防和管理消费者对品牌的负面反应。原创性/价值本文探讨了与多样性、公平性和包容性价值观相关的品牌违规行为对消费者-品牌关系的影响,并强调了同情在延续负面影响方面的关键作用,为有关品牌违规行为的文献做出了贡献。
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Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships

Purpose

Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising.

Design/methodology/approach

This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3).

Findings

This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties.

Research limitations/implications

This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion.

Originality/value

This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences.

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来源期刊
CiteScore
10.90
自引率
19.60%
发文量
59
期刊介绍: Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.
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