When Does Diversity Help Or Backfire? Impact of Cultural Diversity on Brand Perception

This paper is the first to show how diversity as a brand characteristic influences consumer perceptions of the brand's authenticity. We find that majority-focused brands embracing diversity increases in authenticity, while a minority-focused brand embracing diversity may lose authenticity. This loss of authenticity is particularly felt by minority consumers.


Esther Uduehi, Julian K Saint Clair, Mitchell Hamilton, and Americus Reed (2020) ,"When Does Diversity Help Or Backfire? Impact of Cultural Diversity on Brand Perception", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1231-1231.


Esther Uduehi, University of Pennsylvania, USA
Julian K Saint Clair, Loyola Marymount University, USA
Mitchell Hamilton, Loyola Marymount University, USA
Americus Reed, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 48 | 2020

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