Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image

Abstract:

Retailers invest substantial resources developing and managing their brand; however, the challenge of upholding an established image becomes problematic during times of adverse publicity. Although practitioners and scholars agree that publicity about unethical business practices tarnishes brand image, research examining the extent and duration of the image shift from negative publicity in retail and brand management contexts is scant. Using latent difference scores to analyze longitudinal data (N=152 and N=145, respectively), this research investigates consumer immediate and short-term brand responses when exposed to video vignettes depicting consumer racial profiling (CRP) (that is, when retailers treat consumers differently based on race/ethnicity as a means to curtail shoplifting); in doing so, we examine how personal moral philosophy and marketing communications affect changes in brand …

Año de publicación:

2010

Keywords:

Fuente:

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