From diversity to distinction: Exploring the role of diversity and inclusion related to consumer perceptions of company innovativeness and attractiveness

IF 10.5 1区管理学 Q1 BUSINESS

Journal of Business Research Pub Date : 2025-02-01 DOI:10.1016/j.jbusres.2025.115184

Lina Fogt Jacobsen , Darius-Aurel Frank , Helle Alsted Søndergaard , Anne Odile Peschel

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引用次数: 0

Abstract

Mirroring the growing interest in diversity and inclusion (D&I), more companies are adopting D&I initiatives. Drawing on social identity theory, reference groups, self-congruity theory, and recent D&I literature, this study examines the relationship between different D&I initiatives and general consumers’ perceived company attractiveness, considering the mediating roles of perceived commercial and social innovativeness. Based on structural equation modelling and a representative sample of Danish consumers (8,541 responses), we show a positive link between D&I initiatives in products/services, marketing communications, as well as experiences and company attractiveness. Importantly, except for experiences, these relations are mediated by perceived commercial and social innovativeness. Unexpectedly, the role of commercial innovativeness is stronger. Our findings highlight the importance for companies to integrate D&I into their core offerings, rather than relying solely on D&I efforts within communication.

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来源期刊

Journal of Business Research BUSINESS-

CiteScore

20.30

自引率

10.60%

发文量

956

期刊介绍： The Journal of Business Research aims to publish research that is rigorous, relevant, and potentially impactful. It examines a wide variety of business decision contexts, processes, and activities, developing insights that are meaningful for theory, practice, and/or society at large. The research is intended to generate meaningful debates in academia and practice, that are thought provoking and have the potential to make a difference to conceptual thinking and/or practice. The Journal is published for a broad range of stakeholders, including scholars, researchers, executives, and policy makers. It aids the application of its research to practical situations and theoretical findings to the reality of the business world as well as to society. The Journal is abstracted and indexed in several databases, including Social Sciences Citation Index, ANBAR, Current Contents, Management Contents, Management Literature in Brief, PsycINFO, Information Service, RePEc, Academic Journal Guide, ABI/Inform, INSPEC, etc.