The thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion branding

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dc.contributor.authorLee, Zoe
dc.contributor.authorAlwi, Sharifah Faridah Syed
dc.contributor.authorGambetti, Rossella
dc.date.accessioned2024-06-17T08:58:17Z
dc.date.available2024-06-17T08:58:17Z
dc.date.issued2024-05-31
dc.description.abstractThe increasing popularity of inclusive marketing as part of the broader strategies of brand activism, linked to the diversity, equity and inclusion (DEI) movement, is creating new opportunities for luxury fashion brands to signal their responsibility and openness when it comes to these issues. However, such inclusivity initiatives can lead to consumer backlash when luxury brands rely on perfectionism and self-esteem to elicit admiration and desirability. We ask whether weaving models with disabilities into brand narratives contributes to positive consumer responses. Using signaling theory, our study employs a structural equation modeling approach to show that, despite the negative effect of perceived brand inclusivity on consumers’ willingness to buy, the serial mediation by transportation into brand stories and advertising credibility flips the effect to positive. By doing so, this study also extends extant literature on inclusive advertising in luxury fashion by going beyond dominant manifestations of inclusivity tackling feminism and LGBTQAI + rights.en_UK
dc.identifier.citationLee Z, Alwi SF, Gambetti R. (2024) The thousand faces of beauty: how credible storytelling unlocks disability representation in inclusive luxury fashion branding. Journal of Business Research, Volume 181, August 2024, Article number 114744.en_UK
dc.identifier.issn0148-2963
dc.identifier.urihttps://doi.org/10.1016/j.jbusres.2024.114744
dc.identifier.urihttps://dspace.lib.cranfield.ac.uk/handle/1826/22504
dc.language.isoen_UKen_UK
dc.publisherElsevieren_UK
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectInclusive marketingen_UK
dc.subjectDiversityen_UK
dc.subjectDisabilityen_UK
dc.subjectLuxury fashionen_UK
dc.subjectAdvertising inclusivityen_UK
dc.subjectTransportation into storiesen_UK
dc.subjectBrand activismen_UK
dc.titleThe thousand faces of beauty: How credible storytelling unlocks disability representation in inclusive luxury fashion brandingen_UK
dc.typeArticleen_UK
dcterms.dateAccepted2024-05-24

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