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1 – 10 of over 2000
Article
Publication date: 14 March 2016

May Aung and Ou Sha

A number of postmodern consumer scholars have their attention on the consumption behaviour of neo-tribes. Changing gender roles and households’ consumption practices have also…

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Abstract

Purpose

A number of postmodern consumer scholars have their attention on the consumption behaviour of neo-tribes. Changing gender roles and households’ consumption practices have also shaped new sets of cultural manifestations for the clothing consumption milieu. The purpose of this paper is to explore the clothing consumption culture of a neo-tribe, gay professionals within the subculture of gay consumers.

Design/methodology/approach

An extended conceptual framework built upon Ajzen and Fishbein’s (1980) theory of “reasoned action” served as the conceptual guideline for this study. Specifically, the attitude-behaviour framework is proposed and employed to better understand the clothing consumption behaviour of a neo-tribe consisting of gay professionals. Personal in-depth interviews were conducted in a metropolitan city as well as two small towns in Canada.

Findings

Stereotypical as well as non-stereotypical understandings are offered. The findings from this study portrayed the gay professions of this neo-tribe as rational and practical. Personal psychological factors, social factors and marketplace factors relevant to a neo-tribe of gay professionals are documented and deeper insights are presented.

Research limitations/implications

Findings challenge the existing understanding of fashion manifestation for this consumers group. However, this study may be of limited scope. Future studies should further examine the clothing consumption cultural manifestations of other neo-tribes within the gay community.

Practical implications

The interviewees consistently demonstrated their positive attitudes towards quality, stylish and conservative clothing. For marketers it is crucial to perceive the gay community as a non-homogeneous market segment. There is a need to understand different consumption practices within this community and to tailor marketing mix elements accordingly.

Originality/value

This study has extended the understanding of the neo-tribes of gay consumers. In addition, this study offers the clothing consumption reality of a neo-tribe encompassing gay professionals. This study illuminates their rational and practical clothing consumption cultural manifestations and clothing consumption behaviour. These insights further enrich the general understandings that exist in the area of consumer research.

Details

Journal of Fashion Marketing and Management, vol. 20 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 12 March 2018

Jessica Strubel and Trent A. Petrie

The purpose of this paper is to investigate how dimensions of body image relate to product involvement among gay men.

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Abstract

Purpose

The purpose of this paper is to investigate how dimensions of body image relate to product involvement among gay men.

Design/methodology/approach

A survey consisting of body image and product involvement measures was administered to 147 self-identified gay men. Multiple regression was used to examine the relations of the significant body image variables to each of the consumer behavior outcomes in separate analyses.

Findings

The more the men were behaviorally invested in their appearance predicted a higher frequency of shopping each month for apparel and grooming-related products. The stronger the men’s psychological drive to have a lean body and the more they focused on their appearance and invested in their looks, the more likely they were to view apparel as important to them. The more psychologically and behaviorally involved the gay men reported being with their appearance, the more importance they gave to grooming-related products.

Research limitations/implications

The sample was drawn primarily from a college population, limiting findings to this age cohort.

Practical implications

The findings of the current research demonstrate the importance of appearance management products to the gay market, where commodities are often used to enhance or maintain a perceived self-image. Retailers can use this information to establish appropriate service options and effective marketing initiatives.

Originality/value

This study replicated others that have investigated gay men’s involvement in consumer products. However, the current study looked at the relationship between involvement and body image.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 22 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 9 December 2022

Sydney Chinchanachokchai, Nancy Hanson-Rasmussen and Ronald J. Faber

To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This…

Abstract

Purpose

To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media.

Design/methodology/approach

Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator.

Findings

The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters.

Practical implications

Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers.

Originality/value

Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.

Details

Journal of Consumer Marketing, vol. 40 no. 1
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 7 July 2020

Mauricio Palmeira and Shahin Sharifi

This paper aims to investigate consumer reactions to minority retail employees. The paper argues that despite the persistence of racism and homophobia in society, the vast…

Abstract

Purpose

This paper aims to investigate consumer reactions to minority retail employees. The paper argues that despite the persistence of racism and homophobia in society, the vast majority of the population is strongly against these forms of discrimination. Because of the profound negativity of such behavior, the study hypothesizes that consumers will be motivated to see themselves unequivocally as individuals free of prejudice. As a result, rather than treating all people equally, the study proposes that consumers will overcompensate and exhibit favoritism toward a retail employee when the latter is a member of a minority group.

Design/methodology/approach

This study presents ten studies in which participants evaluated employees who were a member of a minority or majority group. Studies 1a–1d use sexual orientation to contrast reactions to majority or minority bank managers in four countries (USÀ, Germany, Italy and South Korea), whereas Studies 1e and 1f use ethnicity (White vs Black) to examine the same question (UK and Canada). Study 1g offers a single-paper meta-analysis, testing the robustness of the observed effect. Studies 2 and 3 examine the roles of political ideology and its associated values, and Study 4 examines choice of an advisor in an online, but consequential setting.

Findings

Across several contexts and countries, the study finds a consistent pro-minority bias in evaluations of service employees. The study show that, in the USA, this bias is prevalent among liberals, but not among conservatives. This difference in the impact of political ideology is explained by adherence to traditionalism.

Research limitations/implications

This paper investigates consumer reactions to gays and Blacks and do not test for consumer reactions to other minority groups. Regarding employees’ sexual orientation, the findings of this study are limited to gay men only.

Practical implications

To elicit favorable evaluations from customers, managers may consider the match between employees’ sexual orientation or ethnicity and consumers’ liberal beliefs. In particular, managers may want to hire people from those minority groups in areas known for their liberal values. On the other hand, the findings suggest that managers should not worry about their new recruits’ sexual orientation and ethnicity in conservative areas, because the results suggest that conservatives show no favoritism toward employees in response to their group status.

Originality/value

To the best of the authors’ knowledge, this paper is the first paper in marketing investigating consumer reactions to employees who belong to minority groups. The study reports a pro-minority bias that holds across samples and countries, thereby attesting to the population validity of the hypotheses. Further, the study identifies boundary conditions of the effect of employees’ group status by identifying managerially relevant moderators (i.e. political ideology and traditionalism).

Details

European Journal of Marketing, vol. 54 no. 8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 20 April 2012

Mark S. Rosenbaum, Gianfranco Walsh and Richard Wozniak

Researchers have explored the extent to which consumers belonging to minority, ethnic, marginalized, and sub‐cultural groups experience discrimination in retail settings. This…

Abstract

Purpose

Researchers have explored the extent to which consumers belonging to minority, ethnic, marginalized, and sub‐cultural groups experience discrimination in retail settings. This study aims to explore the converse of retail racism – namely, reverse retail discrimination. The work shows that gay men in the USA and Turkish people in Germany often secure relational benefits, or “family allowances,” from like employees, for no reason other than that they share a socio‐collective trait.

Design/methodology/approach

The study employs grounded theory methodology to put forth a framework regarding five types of family allowances. The framework emerges from two in‐depth interview studies conducted with gay and Turkish people. A third qualitative study reveals insights into how majority groups view family allowances.

Findings

This study reveals that consumers who share ethnic and sexual orientation traits with like employees obtain family allowances; these are complementary products, monetary discounts, service improvements, customer comfort, and the sharing of information. The study also reveals that consumers from majority groups realize that reverse retail discrimination exists; however, they react negatively to having their thoughts confirmed.

Research limitations/implications

This study is limited in that respondents were gay men and Turkish people. Studies are needed to further develop understanding of reverse retail discrimination and to investigate the extent to which managers realize that this phenomenon occurs.

Practical implications

Managers should realize that the potential for reverse discrimination exists and that discriminatory victims may become discriminatory agents.

Originality/value

This study develops the concept of family allowances. In addition, the study expands knowledge regarding a new type of marketplace discrimination.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 5
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 11 November 2020

Isaac Cheah, Min Teah, Sean Lee and Zachary Davies

This study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print…

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Abstract

Purpose

This study aims to provide a conceptual framework to investigate the effects of consumer attitudes toward brands and attitudes toward a series of fashion oriented print advertisements with and without homosexual themes, on consumer willingness to buy from brands. The influence of consumer skepticism and inferences of manipulative intent (IMI) as moderators between these variables is also investigated. This study also closes various research gaps identified within the literature.

Design/methodology/approach

A self-administered survey instrument was designed using established scales to collect data through an online questionnaire. Fashion advertisements namely one advertisement representing homosexual content and one heterosexual advertisement were used in the study within subjects (e.g. male and female) design. Statistical techniques, specifically factor analysis, regressions and multiple regressions are used to analyze the data.

Findings

The findings indicate significant and positive relationships between attitude toward the brand and advertisement as well as willingness to buy for both males and females. The moderation analyses noted that consumer skepticism enhanced the relationship between attitude toward the brand and attitude toward the advertisement, but weakened the relationship between attitude toward the advertisement and willingness to buy, only for the female cohort. Similarly, a weakening effect of IMI was noted on the relationship between attitude toward the advertisement and willingness to buy.

Research limitations/implications

The current study contributes to the literature on homosexual imagery in advertising. In applying the persuasion knowledge model, the current study demonstrates the applicability of the model to homosexual themes in fashion advertising while accounting for the effects of consumer skepticism and IMI.

Practical implications

The current research highlights the importance of accounting for gender differences when introducing homosexual themes in fashion advertisements. Heterosexual males and females differ in their attitudes toward homosexual themes in fashion advertising, as well as how skeptical they are with regards to the motives of the advertiser. While a great deal of acceptance is already present in today's society, these differences still need to be accounted for in future fashion advertising campaigns.

Originality/value

The present study represents an examination of consumer responses to a series of fashion advertisements in Australia and provides useful implications to marketers of fashion products. The study further contributes to the literature on consumer skepticism and IMI with regards to cause-related advertising.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 23 June 2023

Cassiano Tressoldi, Lélis Balestrin Espartel and Simoni F. Rohden

The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any…

1211

Abstract

Purpose

The lesbian, gay, bisexual, transgender, queer, intersex and others (LGBTQI+) movement has been the focus of companies that seek to win over consumers by supporting diversity. Any positioning, however, that is not perceived as being consistent and genuine can harm the brand's image. Through a queer theoretical perspective, the authors explore perceptions of LGBTQI+ consumers regarding brand activism.

Design/methodology/approach

Qualitative research was carried out that involved interviewing Brazilian consumers who are part of the LGBTQI+ community.

Findings

Aspects of the identity of these individuals draw closer to those brands that share the same values the individuals have. Brand activism is perceived positively in terms of the brand's representativeness and social impact. When activism is perceived as inauthentic, activism generates a backlash and consumers begin to boycott brands as the consumers associate positioning with woke-washing practices.

Originality/value

The results indicate that to adopt an activist stance with regard to the LGBTQI+ public, brands need to be consistent in the brands' communication and advertising and in brands' organizational culture and diversity. This research provides important indicators for brands that genuinely want to support the LGBTQI+ community and is the first to use queer theory to analyze brand activism.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 43 no. 1
Type: Research Article
ISSN: 2040-7149

Keywords

Article
Publication date: 10 July 2017

Elizabeth A. Minton, Frank Cabano, Meryl Gardner, Daniele Mathras, Esi Elliot and Naomi Mandel

The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents…

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Abstract

Purpose

The USA is witnessing a conflict between LGBTQ (lesbian, gay, bisexual, transgender and queer) consumers/supporters and Christian fundamentalist service providers/opponents regarding whether service can be denied based on religious values. The purpose of this paper is to make a timely investigation into this conflict between marketplace inclusion (for LGBTQ consumers) and freedom of religion (for religious service providers).

Design/methodology/approach

The intersection of marketplace inclusion for LGBTQ consumers and religious freedom for service providers is examined by identifying appropriate strategies that address this conflict and reviewing how differing religious perspectives influence perceptions of LGBTQ consumer rights, all building off the social identity threat literature.

Findings

LGBTQ and religious identities often conflict to influence consumer behavior and service provider interactions. Such conflict is heightened when there is a lack of substitutes (i.e. only one service provider in an area for a specific service). Common LGBTQ consumer responses include changing service providers, providing justification for the provision of services and pursing legal recourse. Suggested strategies to address this conflict include highlighting common social identities and using two-sided messages for service providers, using in-group interventions for social groups and using government interventions for public policy.

Originality/value

Research has yet to examine the conflict between marketplace inclusion and religious freedom, particularly for the inclusion of LGBTQ consumers. Thus, this paper provides a novel conceptual model detailing these relationships to stimulate discussion among consumers, service providers, social groups and public policy in addition to serving as a foundation for future research.

Details

Journal of Services Marketing, vol. 31 no. 4/5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 19 August 2020

Callum S. Boyd, Elaine L. Ritch, Christopher A. Dodd and Julie McColl

to examine consumers' perceptions of retail brand representations of gender-oriented and/or sexuality-oriented identities. The authors explore the value of developing more…

2681

Abstract

Purpose

to examine consumers' perceptions of retail brand representations of gender-oriented and/or sexuality-oriented identities. The authors explore the value of developing more progressive, inclusive brand values to support more effective retail brand communications and imagery.

Design/methodology/approach

Photo elicitation, utilising LGBTQIA+/sexuo-gendered imagery from retail brand marketing communications, facilitated discussion within focus groups representing various genders, age generations and sexualities.

Findings

Younger generations indicate a preference for fluid gender and sexuality and endorse retail brands that represent this progressive understanding. Gender and age moderate preferences for representative imagery, with older males more resistant to sexuo-gendered messages and females of all ages more accepting.

Research limitations/implications

The research is limited in generalisability, geography and demographics. The focussed approach did, however, enable collection of rich, insightful data to underpin evaluations of communicative brand values.

Practical implications

The inclusion of diverse and fluid sexuo-gendered identities within the brand values of retailers would enable effective targeting of consumers across a range of more traditional cohorts.

Social implications

The evolving ideology towards inclusiveness, identified within the generational cohorts, demonstrates social change through progressive acceptance of more fluid gendered and sexual identities.

Originality/value

The research adopts a novel approach to examining diverse, sexuo-gendered imagery within gendered and generational cohorts, offering qualitative examples of a progressive social ideology.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 12
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 21 November 2016

Blaine J. Branchik and Bay O’Leary

The purpose of this study is to examine negative depictions of male homosexuality in US print and video advertising during the twentieth and early twenty-first centuries. It…

Abstract

Purpose

The purpose of this study is to examine negative depictions of male homosexuality in US print and video advertising during the twentieth and early twenty-first centuries. It answers three research questions: What sorts of negative depictions of homosexuality are presented? How, if at all, have pejorative depictions of gay men evolved in the past 100 years? and Why have they changed?

Design/methodology/approach

The authors specify eight depictions of negative imagery in advertising and, using content analysis, assess 88 print and video advertisements featuring 133 depictions culled from a large sample.

Findings

Analysis reveals that, once rare, there has been a rapid expansion of negative gay imagery in advertisements beginning in 2000, even as gays are gain increasing acceptance and visibility. Typical advertisement depictions have evolved from men dressed as woman early in the twentieth century to men reacting with fear, revulsion or even violence to concerns that they might be gay or be subject to homosexual advances.

Research limitations/implications

Given the paucity of available imagery, data collection was opportunistic and resulted in a relatively small sample.

Practical implications

Practitioners can benefit from explication of how various audiences can view certain advertisement depictions of gay men as insulting or threatening. They can then become more attuned to the impact of negative minority depictions in general.

Social implications

Society can benefit from heightened awareness of the impact imagery can have on minority or marginalized groups. Results further illustrate society’s evolving and ambivalent views on homosexuality, the visibility of gay imagery in media in general and changing notions of manhood and masculinity.

Originality/value

The authors are aware of no other study that specifically categorizes and assesses negative depictions of gay advertisement imagery.

Details

Journal of Historical Research in Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1755-750X

Keywords

1 – 10 of over 2000