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Co-brand partnerships making space for the next black girl: Backlash in social justice branding
Psychology and Marketing ( IF 5.507 ) Pub Date : 2021-08-05 , DOI: 10.1002/mar.21566
Debra C. Smith 1 , Channelle D. James 2 , Merlyn A. Griffiths 2
Affiliation  

Viral influence of consumer reviews can change the strategic intent of co-branding relationships between minority entrepreneurial startups and established corporations. When social justice positioning is involved, the intent is often to support minority businesses. We acknowledge this strategy as social justice branding. However, such alliances can trigger vitriolic responses. This backlash is an expression of free speech, and social media provides an obscure facilitative environment. The challenges of social justice branding are complex. We examine consumer online reviews of The Honey Pot and Target Corporation partnership, to understand the implications of social justice branding in practice. Using Leximancer analysis, we find that social justice branding elicits multiple emotions that empower action. Some consumers accepted the collaboration while others resisted. Analyzing the basis of the resistance revealed some consumers expressed racist and shameful behaviors displaying disagreement. Backlash reflected willful ignorance releasing pent up prejudices and disseminating viral-like negative information as weapons of retaliation against brands and marginalized communities. We contribute a conceptual model integrating theoretical frames of social justice, social marketing, brand activism and free speech elucidating the impact of consumer response to social justice branding. The findings and model add a lens to further explore race in the marketplace.

中文翻译:

联合品牌合作为下一个黑人女孩腾出空间:社会正义品牌的强烈反对

消费者评论的病毒式影响可以改变少数族裔创业公司和老牌公司之间联合品牌关系的战略意图。当涉及社会正义定位时,其意图通常是支持少数族裔企业。我们承认这一战略是社会正义品牌。然而,这种联盟可能会引发尖刻的反应。这种强烈反对是言论自由的一种表现,社交媒体提供了一个晦涩的促进环境。社会正义品牌的挑战是复杂的。我们检查了消费者对 The Honey Pot 和 Target Corporation 合作伙伴关系的在线评论,以了解社会正义品牌在实践中的影响。使用 Leximancer 分析,我们发现社会正义品牌会引发多种情绪,从而赋予行动权力。一些消费者接受了合作,而另一些消费者则反对。分析抵制的基础发现一些消费者表达了种族主义和可耻的行为,表现出分歧。强烈反对反映了故意无知,释放被压抑的偏见并传播病毒般的负面信息,作为对品牌和边缘化社区的报复武器。我们贡献了一个概念模型,整合了社会正义、社会营销、品牌行动主义和言论自由的理论框架,阐明了消费者反应对社会正义品牌的影响。研究结果和模型为进一步探索市场中的种族增加了一个视角。强烈反对反映了故意无知,释放被压抑的偏见并传播病毒般的负面信息,作为对品牌和边缘化社区的报复武器。我们贡献了一个概念模型,整合了社会正义、社会营销、品牌行动主义和言论自由的理论框架,阐明了消费者反应对社会正义品牌的影响。研究结果和模型为进一步探索市场中的种族增加了一个视角。强烈反对反映了故意无知,释放被压抑的偏见并传播病毒般的负面信息,作为对品牌和边缘化社区的报复武器。我们贡献了一个概念模型,整合了社会正义、社会营销、品牌行动主义和言论自由的理论框架,阐明了消费者反应对社会正义品牌的影响。研究结果和模型为进一步探索市场中的种族增加了一个视角。
更新日期:2021-08-05
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