‘We are not the shoes of white supremacists’: a critical race perspective of consumer responses to brand attempts at countering racist associations

  title={‘We are not the shoes of white supremacists’: a critical race perspective of consumer responses to brand attempts at countering racist associations},
  author={ML Wei and Bénita Bunjun},
  journal={Journal of Marketing Management},
  pages={1252 - 1279}
ABSTRACT Recently, brands have come under fire for being associated with groups like neo-Nazis and white nationalists. In reaction, brands have tried to distance themselves through appeals to diversity. This research contributes to the literature on multiculturalism in marketing through a critical race perspective of how and why consumers participate in social networks in efforts to counter racism. Our findings identify three ways in which consumers respond, by punishing, advising, and… 
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  • Sociology
    Consumption Markets & Culture
  • 2022
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