骄傲还是彩虹？从利益相关者的角度探讨 LGBTQ+ 广告

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2024-04-02 DOI:10.1080/00913367.2024.2317147

Tiziana Schopper, Anna Berbers, Lukas Vogelgsang

引用次数: 0

摘要

品牌越来越多地通过广告来解决社会不平等问题。然而，如果消费者怀疑广告动机不真诚或有外在动机，包容性广告可能会损害品牌。举例来说，消费者可能会认为......

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Pride or Rainbow-Washing? Exploring LGBTQ+ Advertising from the Vested Stakeholder Perspective

Brands increasingly address social inequalities by means of advertising. Inclusive advertising can, however, damage brands if consumers suspect insincere and extrinsic motivations. For instance, ma...

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.