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Article
Publication date: 14 March 2023

Rein Demunter and Joke Bauwens

Through investigating how Belgian LGBTQ people evaluate gay-themed print and television advertising in mainstream media, the purpose of this study is to explore how gay-themed…

Abstract

Purpose

Through investigating how Belgian LGBTQ people evaluate gay-themed print and television advertising in mainstream media, the purpose of this study is to explore how gay-themed advertising strategies are evaluated in relation to context.

Design/methodology/approach

Qualitative in-depth interviews were conducted with 17 Flemish self-identified lesbian, gay male and bisexual people.

Findings

Findings of this research demonstrate the importance of the situated context in which LGBTQ people receive and evaluate gay-themed advertisements. By offering a common stock of social knowledge and experience, context creates a framework against which LGBTQ people evaluate gay-themed advertisements. In this specific research that was conducted in a Western-European LGBTQ-friendly society (Belgium), critical evaluations of gay-washing and the dirty laundry effect were found. The positive evaluations of explicit gay-themed and inclusive advertisements also highlighted the importance of advertising an inclusive society.

Research limitations/implications

In considering how gay-themed advertising evaluations relate to context and lived experiences, this research contributes to current knowledge on gay-themed advertising and its reception within LGBTQ groups.

Practical implications

This research offers valuable insights to marketers on how to target sexual minorities in LGBTQ (un)friendly societies.

Social implications

Findings highlight the social importance of minority-oriented advertising. Not only can such advertising promote civic inclusion and social recognition of minority groups, it also has the potential to play a key role in the construction and normalisation of identities.

Originality/value

In an effort to reinvigorate current marketing debates on gay-themed advertising, this study builds on theoretical insights gained via reception research and LGBTQ studies. In doing so, this research yields a more nuanced and contextualised understanding of LGBTQ people’s engagement with various gay-themed advertisements. Considering within a Western European society the relevance of context when researching gay-themed advertisement reception, the results add to primarily US-based research on this topic.

Article
Publication date: 14 May 2020

Erica L. Ciszek and Kate Pounders

The purpose of this work is to identify the components of authentic communication with LGBTQ publics and to examine if there is a difference in what constitutes authentic…

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Abstract

Purpose

The purpose of this work is to identify the components of authentic communication with LGBTQ publics and to examine if there is a difference in what constitutes authentic communication for LGBTQ publics compared to other publics.

Design/methodology/approach

We conducted in-depth interviews with professionals who both identify as LGBTQ and are instrumental in developing content targeted to this public.

Findings

Authenticity is synonymous regardless of the target public; however, differences emerge in the manifestation of authenticity with historically marginalized groups, like LGBTQ publics.

Practical implications

Practitioners working with historically marginalized communities need to make sure they are walking the walk, not just talking the talk.

Social implications

Authentic communication arises from an organization's broader holistic commitments to diversity, equity and inclusion.

Originality/value

The insights derived by our participants are unique, as they are perspectives traditionally “written out” of research.

Details

Journal of Communication Management, vol. 24 no. 2
Type: Research Article
ISSN: 1363-254X

Keywords

Article
Publication date: 24 October 2022

Alison Fridley, Austin Anderson, Sarah Stokowski and Stacey A. Forsythe

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

Abstract

Purpose

The purpose of this study was to explore the differences in motivation for sport consumption within a diverse sample of college students with underrepresented identities.

Design/methodology/approach

Data were collected from 2,833 students at universities in a mid-major Division I FBS athletic conference through a survey. Two MANOVAs were conducted to examine group differences. While the first MANOVA compared a dominant group (White and non-LGBTQ+) to an underrepresented group (non-white race and/or LGBTQ+), the second MANOVA explored differences in five specific marginalized groups (Asian, Black or African American, Hispanic or Latino, LGBTQ+, intersectional marginalized identities).

Findings

The results indicated that the dominant group scored significantly higher than the combined underrepresented group in four of the eight sport consumption motives examined. However, the comparison of individual underrepresented groups showed significant differences for all eight consumption motives between at least two underrepresented groups.

Originality/value

This study is the first attempt to compare group differences in motivation for sport consumption between specific racially marginalized groups, LGBTQ + community members, and intersectional racial and LGBTQ + identities within college athletics.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Open Access
Article
Publication date: 20 May 2021

Juliane Lohmann, Marina Schmitz and Silvia Damme

The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on…

Abstract

The topics of gender and sustainability are firmly anchored within a social discourse. Based on both factors, customers are placing demands on companies and have specific ideas on how they should be represented in advertising. The case study presented herein combines these two topics and examines the portrayal of gender in the external marketing communication of the fair fashion label ARMEDANGELS. By analysing individual Instagram publications, the case study identifies how the topic is generally portrayed on the company’s channel. Furthermore, the perspectives of customers are determined through conducted interviews. When comparing the two sides, it becomes apparent that customers mostly approve of the attempt to break with conservative gender roles as well as an equal representation of the male and female personas. In addition to expanding the theoretical considerations of the triple bottom line as well as the S-O-R model, we derive recommendations for ARMEDANGELS and for other companies in the fashion industry. For customer retention purposes, companies should therefore focus on aligning the sexes, breaking with the general gender binary and integrating LGBTQ+ communities in future marketing measures.

Details

Emerald Open Research, vol. 1 no. 4
Type: Research Article
ISSN: 2631-3952

Keywords

Article
Publication date: 19 April 2022

Hayoung Sally Lim, Erica Ciszek and Won-Ki Moon

The purpose of this study is to develop an integrative concept of perceived authenticity that captures a more nuanced perception of authenticity among LGBTQ stakeholders and to…

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Abstract

Purpose

The purpose of this study is to develop an integrative concept of perceived authenticity that captures a more nuanced perception of authenticity among LGBTQ stakeholders and to examine the effects of perceived organizational authenticity on Pride campaign evaluations.

Design/methodology/approach

With 400 LGBTQ/non-LGBTQ participants, we developed a perceived organizational authenticity (POA) scale - adapted from marketing literature - adding representativeness as the fifth dimension to the context of LGBTQ communication. We also examined the differences between LGBTQ participants and non-LGBTQ participants in perceiving authenticity and evaluating the Pride 2020 campaign in terms of brand attitude, skepticism and purchase intention.

Findings

Our scale development resulted in a 20-item POA scale measuring five dimensions: continuity, credibility, integrity, symbolism and representativeness. We also found that POA increases brand attitude and purchase intention while mitigating skepticism toward the Pride 2020 campaign.

Research limitations/implications

This study provides not only empirical support for perceived authenticity literature across communication disciplines including marketing as well as public relations, but it also propels an interdisciplinary approach to POA scale development.

Practical implications

The POA scale can be used to measure the effectiveness of organizational communication as well as stakeholder perception of authenticity. This research provides guidelines regarding how POA of LGBTQ communication might be enhanced.

Originality/value

This study developed a POA scale in the context of LGBTQ communication. This study is innovative in developing a POA scale that can be used to measure the effectiveness of public relations and communication efforts, as well as perceived authenticity of LGBTQ communication.

Article
Publication date: 1 November 2022

E. Nicole Melton, George B. Cunningham, Jeffrey D. MacCharles and Risa F. Isard

Sport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally…

Abstract

Purpose

Sport organizations increasingly emphasize their support for lesbian, gay, bisexual, transgender and queer (LGBTQ) inclusion by promoting a perfect score on the Athlete Ally Equality Index, partnering with nonprofits to increase awareness of LGBTQ individuals in sport (e.g. Rainbow Laces campaign), or hosting a pride night for LGBTQ fans. Despite these and similar efforts, LGBTQ fans historically have felt unwelcome in sport settings, thereby signaling the need for inclusive fan codes of conduct. The purpose of this study was to examine both the prevalence and antecedents of such policies.

Design/methodology/approach

Using publicly available data sources, the authors focused on 350 Division 1 college athletic departments in the USA.

Findings

Results illustrate factors at both the macro (i.e. institution) and meso- (i.e. athletic department) levels interact to explain whether a school will possess a fan code of conduct. Specifically, research-intensive institutions with strong gender equity are more likely to possess a code of conduct than schools that are not research oriented and have weak gender equity. This project extends the understanding of LBGTQ inclusion in the sports industry.

Originality/value

The current study is the first to examine the prevalence and predictors of LGBTQ-inclusive fan codes of conduct. Understanding these dynamics can help athletic programs that want to create safe and inclusive sport spaces for LGBTQ fans and spectators.

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Case study
Publication date: 15 May 2023

Anthony Furnelli and Phil Hart

This compact case study was developed from secondary sources readily available in the public domain. These included company websites, videos, social media and news articles.

Abstract

Research methodology

This compact case study was developed from secondary sources readily available in the public domain. These included company websites, videos, social media and news articles.

Case overview/synopsis

Hallmark had a strong history of supporting diversity, equity and inclusion (DEI) initiatives. During the 2019 holiday season, Hallmark Channel was suddenly caught in the middle of a Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) ad controversy that attracted media attention. Critics of the ad claimed it went too far and was “inappropriate” to air. LGBTQ advocacy groups quickly rebuked that argument. Ultimately, the media frenzy was short-lived and Hallmark Channel continued to dominate the holiday programming landscape. This case evaluates the marketing aspects of the dilemma including customer segmentation, targeting and positioning (STP) strategy issues. Culture and industry analysis is also provided as a way for the reader to understand the complexity associated with marketing strategy. One underlying question is what role does STP play in understanding how to develop marketing strategies that build customer loyalty and help organizations compete in the marketplace?

Complexity academic level

This case should be used in marketing and management classes at the undergraduate level. Applicable concepts include segmentation, targeting, positioning, advertising, brand strategy and DEI issues. This case could also be taught in a DEI course or a segmentation special topics class that discusses the differences between customer groups.

Details

The CASE Journal, vol. 19 no. 6
Type: Case Study
ISSN: 1544-9106

Keywords

Content available

Abstract

Details

International Journal of Sports Marketing and Sponsorship, vol. 24 no. 3
Type: Research Article
ISSN: 1464-6668

Article
Publication date: 2 November 2021

Yvette M. Sterbenk, Jamie Ward, Regina Luttrell and Summer Shelton

This study explores the framing of messages delivered by 105 Fortune 500 companies across 21 sectors in June 2020 in response to three social justice issues that took prominence…

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Abstract

Purpose

This study explores the framing of messages delivered by 105 Fortune 500 companies across 21 sectors in June 2020 in response to three social justice issues that took prominence that month in the United States: racial inequity, immigration laws and LGBTQ rights.

Design/methodology/approach

Researchers compiled a list of the top five companies in each sector on the 2020 Fortune 500 list, with a resulting list of N = 21 sectors and N = 105 companies. A database of corporate statements was compiled along with a comprehensive list of recurring themes. Quantitative framing analysis was used to examine each corporate statement.

Findings

Seventy percent of the companies examined made statements about the issue of racial injustice, 58% about LGBTQ issues and only 6% about immigration policy. Coders identified the most frequent message type coded on each social justice issue: racial inequity –“Working Together”; immigration policy – “Celebration”; LGBTQ rights – “Celebration.”

Research limitations/implications

This study relied on a quantitative analysis of themes, but it did not analyze the specific language or media used. Further examination of rhetorical choices could uncover additional meanings in the messages.

Practical implications

Companies are increasingly called upon to speak out on controversial issues. This can be challenging for communicators who are deciding how to respond. This study sheds light on the common frames used in corporate statements.

Originality/value

No studies to date have adopted a content analysis approach to assess the content of corporate activist statements. Examining the messages is important because, as more companies become increasingly vocal about social issues, stakeholders utilize this information to judge the sincerity of both the company and the message.

Details

Corporate Communications: An International Journal, vol. 27 no. 2
Type: Research Article
ISSN: 1356-3289

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…

1414

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

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