Subjective Social Inclusion: A Conceptual Critique for Socially Inclusive Marketing

Tana Licsandru, Charles Cui

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This paper draws on an interdisciplinary theoretical background to define the new construct of subjective social inclusion and initiate a new theoretical framework of inclusive marketing. We define subjective social inclusion as a multi-dimensional construct comprising of acceptance, belongingness, empowerment, equality and respect. The proposed framework of inclusive marketing explains the potential effect of multi-ethnic embedded marketing communications on self-feelings of social inclusion by ethnic consumers, as well as the intervening effects of ethnic self-referencing, ethnic self-awareness, ethnic self-identification and self-congruity. The analysis shows that multi-ethnic embedded marketing communications may represent an effective means to more inclusive communication with ethnic individuals for the benefits of consumer wellbeing and marketing effectiveness. This paper initiates a new research agenda of marketing to disadvantaged individuals, with implications for future research, practice, and public policy.
Original languageEnglish
Pages (from-to)330-339
JournalJournal of Business Research
Early online date9 Oct 2017
Publication statusPublished - Jan 2018


  • Multi-Ethnic
  • Ethnic Marketing
  • Inclusive Marketing
  • Marketing Communications


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