2020/11/04 by Eva Kipnis, Catherine Demangeot, Chris Pullig +13
Business, Management and Accounting · #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Management and Marketing Education
paper · pdf · doi:10.1177/0743915620975415
openalex publication_date 2020/11/04 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/25
Within an institutional theory framework, this article identifies three interconnected fields of the marketing institution—research, education, and practice—that contribute to advancing the diversity and inclusion discourse in promoting multicultural marketplace well-being. Conducting three studies, one in each field and across contexts in three continents, the authors identify barriers that inhibit effective implementation of diversity and inclusion initiatives in today’s multicultural marketplaces. These barriers exist within and across fields and pertain to cultural-cognitive (shared meanings), normative (normative factors), and regulatory (rules and systems) pillars supporting the existence or transformation of institutions. From the research findings, the authors provide specific guidance for institutional work within marketing’s fields and policy developments needed to advance diversity-and-inclusion-engaged marketing for enhancing multicultural marketplace well-being.