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Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being

Author

Listed:
  • Eva Kipnis
  • Catherine Demangeot

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Chris Pullig
  • Samantha N.N. Cross
  • Charles Chi Cui
  • Cristina Galalae
  • Shauna Kearney
  • Tana Cristina Licsandru
  • Carlo Mari
  • Verónica Martín Ruiz
  • Samantha Swanepoel
  • Lizette Vorster
  • Jerome Williams

Abstract

Within an institutional theory framework, this article identifies three interconnected fields of the marketing institution—research, education, and practice—that contribute to advancing the diversity and inclusion discourse in promoting multicultural marketplace well-being. Conducting three studies, one in each field and across contexts in three continents, the authors identify barriers that inhibit effective implementation of diversity and inclusion initiatives in today's multicultural marketplaces. These barriers exist within and across fields and pertain to cultural-cognitive (shared meanings), normative (normative factors), and regulatory (rules and systems) pillars supporting the existence or transformation of institutions. From the research findings, the authors provide specific guidance for institutional work within marketing's fields and policy developments needed to advance diversity-and-inclusion-engaged marketing for enhancing multicultural marketplace well-being.

Suggested Citation

  • Eva Kipnis & Catherine Demangeot & Chris Pullig & Samantha N.N. Cross & Charles Chi Cui & Cristina Galalae & Shauna Kearney & Tana Cristina Licsandru & Carlo Mari & Verónica Martín Ruiz & Samantha Swa, 2021. "Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being," Post-Print hal-03600388, HAL.
    • Handle: RePEc:hal:journl:hal-03600388
    DOI: 10.1177/0743915620975415
    as

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    Cited by:

    1. 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).
    2. Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    3. Aya Aboelenien & Chau Minh Nguyen, 2024. "From Dr. Seuss to Barbie’s cancellation: brand’s institutional work in response to changed market logics," Journal of Brand Management, Palgrave Macmillan, vol. 31(2), pages 108-125, March.
    4. 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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