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ABSTRACT Given the increasing variance in consumer responses to social purpose branding (SPB), this research investigates the role of segmentation in enhancing the efficacy of SPB. Adopting a mixed-method approach, a latent cluster analysis was conducted on a representative sample of 312 Australians, followed by 14 in-depth interviews with participants from each identified segment.
ABSTRACT Diversity marketing is an increasingly popular form of ethical business practice. Marketers are often asserted as pivotal actors in advancing diversity marketing, yet limited research has examined how they do so in practice or the challenges they encounter. Our research uses institutional entrepreneurship to examine how marketers integrate (or not) diversity into their practices.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
