感知品牌真实性与LGBTQ公众:LGBTQ从业者如何理解真实性

E. Ciszek, H. Lim
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引用次数: 10

摘要

摘要本研究旨在阐明与LGBTQ利益相关者相关的感知品牌真实性。通过深入访谈,本研究以LGBTQ从业者的声音为中心,探索感知到的品牌真实性。本研究的实证目的是探索性的:更好地了解LGBTQ营销的感知品牌真实性及其驱动因素和后果。本研究的实际目的为学者和从业者提供了见解,为从事有意义的LGBTQ品牌传播提供了方法。本文借鉴现有研究成果,从可信度、完整性、象征性和连续性四个维度对品牌真实性进行了探索。然后,文章指出了怀疑主义在与历史上被边缘化的群体合作中的突出地位,并建议增加第五个维度:代表性。
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Perceived Brand Authenticity and LGBTQ Publics: How LGBTQ Practitioners Understand Authenticity
ABSTRACT This research seeks to shed light on perceived brand authenticity as it relates to LGBTQ stakeholders. Through in-depth interviews, this study centers the voices of LGBTQ practitioners to explore perceived brand authenticity. The empirical purpose of this study is exploratory: to gain a better understanding of perceived brand authenticity of LGBTQ marketing, as well as its drivers and consequences. The practical purpose of this study provides insights for both scholars and practitioners, suggesting methods for engaging in meaningful LGBTQ brand communication. Drawing from extant research, this article grounds its exploration in four dimensions of perceived brand authenticity: credibility, integrity, symbolism, and continuity. The article then identifies the prominence of skepticism in working with historically marginalized groups and proposes adding a fifth dimension: representativeness.
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来源期刊
International Journal of Strategic Communication
International Journal of Strategic Communication Social Sciences-Sociology and Political Science
CiteScore
3.40
自引率
0.00%
发文量
39
期刊介绍: The International Journal of Strategic Communication examines the philosophical, theoretical, and applied nature of strategic communication, which is “the purposeful use of communication by an organization to fulfill its mission.” IJSC provides a foundation for the study of strategic communication from diverse disciplines, including corporate and managerial communication, organizational communication, public relations, marketing communication, advertising, political and health communication, social marketing, international relations, public diplomacy, and other specialized communication areas. The IJSC is the singular forum for multidisciplinary inquiry of this nature.
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