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Subjective social inclusion: A conceptual critique for socially inclusive marketing

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  • Licsandru, Tana Cristina
  • Cui, Charles Chi

Abstract

This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness, empowerment, equality and respect. The proposed framework of inclusive marketing explains the potential effect of multi-ethnic embedded marketing communications on self-feelings of social inclusion by ethnic consumers, as well as the intervening effects of ethnic self-referencing, ethnic self-awareness, ethnic self-identification and self-congruity. The analysis shows that multi-ethnic embedded marketing communications may represent an effective means to more inclusive communication with ethnic individuals for the benefits of consumer wellbeing and marketing effectiveness. This paper initiates a new research agenda of marketing to disadvantaged individuals, with implications for future research, practice, and public policy.

Suggested Citation

  • Licsandru, Tana Cristina & Cui, Charles Chi, 2018. "Subjective social inclusion: A conceptual critique for socially inclusive marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 330-339.
  • Handle: RePEc:eee:jbrese:v:82:y:2018:i:c:p:330-339
    DOI: 10.1016/j.jbusres.2017.08.036
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    References listed on IDEAS

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    2. Licsandru, Tana Cristina & Cui, Charles Chi, 2019. "Ethnic marketing to the global millennial consumers: Challenges and opportunities," Journal of Business Research, Elsevier, vol. 103(C), pages 261-274.
    3. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Haifa Asif & Sana Fayyaz, 2023. "Sustainable Development and Women’s Personal Empowerment for Becoming Socially Inclusive: A Study from the Informal Sector in Lahore, Pakistan," Lahore Journal of Economics, Department of Economics, The Lahore School of Economics, vol. 28(1), pages 115-133, Jan-June.
    5. Ashik, Farhan & Marc Lim, Weng & Vassallo, Jarrod P. & Voola, Ranjit, 2025. "Can marketing reduce inequality? Evidence from marketing science," Journal of Business Research, Elsevier, vol. 188(C).
    6. Sandikci, Ozlem & Jafari, Aliakbar & Fischer, Eileen, 2024. "Claiming market ownership: Territorial activism in stigmatized markets," Journal of Business Research, Elsevier, vol. 175(C).
    7. Cavusgil, Erin & Yayla, Serdar & Cem Kutlubay, Omer & Yeniyurt, Sengun, 2022. "The impact of demographic similarity on customers in a service setting," Journal of Business Research, Elsevier, vol. 139(C), pages 145-160.
    8. Lee, Zoe & Faridah Syed Alwi, Sharifah & Gambetti, Rossella, 2024. "The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding," Journal of Business Research, Elsevier, vol. 181(C).
    9. Tuli, Nikhita & Srivastava, Vibhava & Kumar, Harish, 2025. "Inclusive marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 191(C).
    10. Maria Giovanna Confetto & Maria Palazzo & Maria Antonella Ferri & Mara Normando, 2023. "Brand Activism for Sustainable Development Goals: A Comparative Analysis in the Beauty and Personal Care Industry," Sustainability, MDPI, vol. 15(7), pages 1-15, April.

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