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The purpose of this paper is to research lesbian fashion consumption in order to draw conclusions on the attractiveness of the lesbian target segment for the fashion industry. So far, lesbians’ fashion consumption behaviour has hardly been researched. However, an evinced lesbian stereotype exists which describes doctrinal feminists with an antipathy against consumption in general and fashion shopping in particular. In contrast, gay men have been identified quite contrary as an attractive market segment and marketers have started to particularly target this so-called “dream market”.

First, qualitative semi-structured interviews (n=18) were conducted to gain first insights into fashion consumption behaviour of lesbians. Second, a quantitative online survey (n=879) was carried out to generate more detailed findings. Due to the difficult reachability of the homosexual consumer target group, the segment’s high online media affinity was used and data collection was conducted through popular German homepages targeted to homosexuals (esp. “queer.de” and “lesarion.de”). The research investigated fashion-consciousness, willingness to pay, brand-affinity, and openness to homosexual marketing. In addition, influencing factors – such as the affinity towards the homosexual scene, career orientation, income, age, status of coming out, and number of inhabitants of the city of residence – have been researched.

Results prove that lesbians are an equally attractive and financially interesting market segment for fashion marketers as gays. Lesbians have a similarly high fashion-consciousness and willingness to pay, and an even higher brand-affinity – but a lower openness to homosexual marketing than gays. Especially scene-affine femme lesbians with a high-paid professional career are a highly attractive market segment. The study proves the attractiveness of the lesbian target segment for fashion marketing and debunks the myth of the consumption-averse lesbian stereotype.

This paper provides evidence on the attractiveness of the lesbian market segment for the fashion industry. Due to its size and financial attractiveness, the question whether to target lesbians with a specifically adopted marketing mix should be raised.

Research on lesbians’ fashion consumption behaviour in general is very scarce and on fashion consumption behaviour in particular is almost non-existent. This study is a first attempt to analyse the major areas of fashion consumption for the German market.

The purpose of this exploratory study is to examine the sponsorship of a gay and lesbian sports event, and whether this differs from the sponsorship of more mainstream sports events. This is achieved by focusing on one particular non-mainstream sport and event, the Gay Softball World Series. It concludes that nonmainstream sports, such as gay and lesbian softball, have become a significant and legitimate, if problematic, cultural force and a desirable magnet for sponsors as corporations attempt to reach new target groups.

The purpose of this paper is to examine the responses of a convenience sample of 65 heterosexual and 64 homosexual respondents to a series of fashion oriented print advertisements depicting overt or ambiguous gay male or lesbian themes.

The study is based upon the survey responses of a group of heterosexual and homosexual university students enrolled at three universities in the southeastern United States. Advertisements selected for inclusion in the study were drawn from magazines that target this group. One advertisement representing each level of homosexual content (overtly gay male, overtly lesbian, ambiguously gay male, ambiguously lesbian) as well as one heterosexual advertisement were used in the study in a within subjects design. Paired t‐tests were used to compare mean A_brand and A_ad responses across various groups.

Attitude toward the ad and before‐after exposure toward the brand were compared in male and female heterosexual and homosexual respondents. Results show that heterosexual males and females prefer less overt gay male and lesbian depictions, while gay males and lesbians prefer more overt depictions of themselves, particularly gay male imagery.

This study examines the responses of one specific segment of the gay and lesbian population: traditional‐aged university students. Characters portrayed in the advertisements were also young people and do not represent the inherent diversity in this population. It would be desirable, therefore, to extend this study to an investigation of the broader gay and lesbian population.

Implications for marketers of fashion products suggest that effectual character depictions in fashion advertisements vary by both gender and sexual orientation.

This paper represents a cross‐sectional examination of heterosexual and homosexual responses to a series of fashion advertisements in the United States and provides useful insights to marketers of fashion products.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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

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.

The purpose of this paper is to explore the influence demographic factors have on the way lesbians and gay men manage their sexual orientation at work.

Based on data taken from a cross-sectional survey of 1,308 gay and lesbian employees working in Germany, four regression models are proposed. The means of handling one’s homosexuality at work was measured by the 31 items containing Workplace Sexual Identity Management Measure from Anderson et al. (2001).

Results indicate that being in a relationship is related to increased openness about one’s homosexuality at work. Furthermore, it appears that the older and the more religious lesbian and gay employees are, the more open (and therefore less hidden) about their sexuality they are. Having a migratory background is related to being more guarded about one’s sexual orientation, whereas personal mobility within the country is not related to the way one manages one’s sexual orientation at work. Lesbians tend to be a little more open and less guarded about their homosexuality compared to gay men.

The focus of this research (and the related limitations) offers several starting and connecting points for more intersectional research on workforce diversity and diversity management.

The study’s findings indicate the need for an intersectional approach to organizational diversity management strategies. Exemplified by the dimension “sexual orientation”, it can be shown that the impact each dimension has for an employee’s everyday workplace experiences and behavior in terms of a certain manifestation of one dimension of diversity can only be understood in terms of its interplay with other dimensions of diversity.

It is shown that manifestations of demographic factors that tend to broaden the individual’s coping resources for stigma-relevant stressors lead to more openness about one’s homosexuality in the workplace.

Reputational crisis negatively affects brands and companies. This chapter, based on a single case study, aims to explore how prejudicial corporate statements directed toward lesbian, gay, bisexual, and transgender (LGBT) individuals have affected the Italian multinational Barilla S.p.A., as well as how the company responded both internally and to the market in order to attempt to overcome the highly damaging consequences.

This chapter uses a single case-study methodology, which constitutes “a research strategy that focuses on understanding the dynamics present within single settings to create theoretical constructs, propositions and/or midrange theory from empirical evidence” (Eisenhardt, 1989, p. 534). The case-study design was chosen as it has been demonstrated to provide a methodological tool for both theory generation and theory testing (Gibbert et al., 2008).

Conclusions from the chapter indicate that negative, incendiary, and oftentimes comments citing either religious or stereotypical-based ideology negatively impact both the consumers and its associated publics in terms of product branding or reputation image.

The study’s limitations, which rely primarily on a single case study and secondary research data, may motivate further investigative avenues, particularly as similarly referenced events continue to unfold almost daily, such as the study’s referenced incident with Philippine boxer Manny Pacquiao, as well as action taken by social media giants (Apple and Facebook) against the controversial media figure Alex Jones.

This chapter also looks at family succession roadblocks and navigating social media gaffes. These contemporary issues highlight challenges, strategies, sales and market share dynamics for the company, and suggestions for navigating the road ahead. The research concludes with possible linkages and insights for both ongoing management issues and potential areas for future research. Other findings indicate that rapid responses, particularly those citing concrete corporate policy changes or tangible actions, help to reverse and mitigate reputational damage, and contemporary approaches utilizing social media appear to buttress these efforts.

This case study of Barilla as well as other firms mentioned, such as Chick-fil-A and Nike (which have experienced parallel situational crises), indicates that in only the last five years of contemporary international business practice, MNEs are continually and at times unexpectedly challenged by the lack of sensitivity demonstrated by their owners and spokespeople who utter comments which may be seen by the public as potentially harmful to the LGBT community. This study hopes to illuminate this challenge while offering tangible solutions to turning around future, similar situational crises.

This exploratory study aims to examine gay travelers’ travel psychographics (allocentricity and psychocentricity) in relation to openness about sexual orientation, collective self-esteem and socio-demographic variables.

A survey is developed and study participants are recruited from attendees at a large annual gay event. A total of 196 gay men were used as samples for correlation analysis and independent samples t-tests.

The findings suggest that collective self-esteem is positively correlated with allocentricity. Also, gay couples showed higher allocentricity than single gay men, and white/Caucasian gay men showed higher allocentricity than other ethnic minorities gay men. Yet, psychocentricity was higher for lower income gay men than higher income gay men.

Tourism marketers should recognize that the gay market is not as homogenous as it has been portrayed in the tourism literature. Hospitality service providers and destination marketers should be aware of the importance of the gay community, gay travelers’ psychographics and, more importantly, the diversity within the gay market to develop effective products and services to better position themselves in this niche market.

This research contributes to the tourism literature by enhancing the understanding of gay travelers’ socio-demographic profiles and their travel-related behaviors and perceptions.

The paper aims to focus on the activism of lesbian, gay, bisexual and transgendered (LGBT) people and their allies within work organisations. Specifically, it explores whether LGBT trade union groups and company employee network groups provide mechanisms for visibility, voice and activism for LGBT employees within UK organisations.

This paper is based on in‐depth interviews with 149 LGB employees within 14 UK case study organisations. These took place within four local authorities, three fire and emergency services, two national voluntary sector organisations and five private sector organisations between 2004‐2006. In addition, 55 in‐depth interviews with management, trade union and LGBT company employee network group representatives within the organisations plus analysis of company and trade union web sites and publications provided information on organisation policy and practice. Interviews were conducted using a semi‐structured interview schedule and the data collected were coded and analysed with the assistance of Nvivo software.

This paper outlines the history of LGBT trade union groups and company employee network groups within the UK. It found that both LGBT trade union groups and company employee network groups have provided important and at times complimentary mechanisms for visibility, community and voice for LGBT employees. However, the paper recognised that LGBT company network groups were relatively “new actors” within the case study organisations and suggests that some early gains may have been those which companies were willing to concede. It concludes that more research will be needed to see whether both LGBT trade union and company employee network groups can maintain their momentum during a time of economic recession as equality and diversity budgets are squeezed.

A decline in trade unions and increasing non‐unionisation despite labour movement revitalisation campaigns has meant that there is growing interest in whether employee network groups can provide meaningful avenues for “employee voice” in both unionised and non‐unionised workplaces. The paper addresses a gap in knowledge by focusing firstly on LGBT activism in the workplace and secondly on the rationale for and development of LGBT trade union and company employee network groups as mechanisms for “employee voice” for LGBT employees.

Social identity shaped by sexual orientation is unique because it is invisible (as compared to age and some ethnic identities); a circumstance that may activate homophobia perceptions when an individual’s sexual orientation becomes fodder for speculation. Chapter 7 enjoins a wide variety of related issues in order to sharpen a focus on sex in the workplace; love and sex in the literal sense, as well as social identity shaped by sexual orientation, sex-based discrimination, sex as political action, and important ways that sex intersects with other social identity dimensions including age, gender, ethnicity/race, and socioeconomic status. An important distinction made throughout the chapter is the degree that protections are offered to various groups with regard to sex and work. These protections (or lack of them) are critical for gays, lesbians, bisexuals, the transgendered, and queer or questioning people who consider whether or not to disclose information about their sexual identity at work.

While many multinational corporations have adopted policies or guidelines and implemented programs to communicate an inclusive perspective on sexual identity in the workplace and to promote diversity training for all employees, too few workplaces around the globe offer legal protections for workers relative to sexual identity. People are subject to workplace discrimination whether they are gay or lesbian, or simply appear to be so and sexual harassment according to gender remains a fixture of organizations. To explore the organizational research on sexuality, Chapter 7 attends to subthemes of: love, lust, and sex-based harassment in the workplace; how organizations address sexual orientation and sex-based harassment in the workplace; managing one’s sexual identity in the workplace; and intersectionalities of sexual identity with ethnicity, gender, and social class.