{"title":"感知品牌真实性与LGBTQ公众:LGBTQ从业者如何理解真实性","authors":"E. Ciszek, H. Lim","doi":"10.1080/1553118X.2021.1988954","DOIUrl":null,"url":null,"abstract":"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.","PeriodicalId":39017,"journal":{"name":"International Journal of Strategic Communication","volume":"15 1","pages":"395 - 409"},"PeriodicalIF":2.3000,"publicationDate":"2021-10-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"10","resultStr":"{\"title\":\"Perceived Brand Authenticity and LGBTQ Publics: How LGBTQ Practitioners Understand Authenticity\",\"authors\":\"E. Ciszek, H. Lim\",\"doi\":\"10.1080/1553118X.2021.1988954\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"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.\",\"PeriodicalId\":39017,\"journal\":{\"name\":\"International Journal of Strategic Communication\",\"volume\":\"15 1\",\"pages\":\"395 - 409\"},\"PeriodicalIF\":2.3000,\"publicationDate\":\"2021-10-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"10\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Strategic Communication\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/1553118X.2021.1988954\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Strategic Communication","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/1553118X.2021.1988954","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
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.
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.