Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion
Thesis (M.B.A.) -- Business Administration, May 2024.
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| Format: | masterThesis |
| Published: |
2024
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| Online Access: | http://hdl.handle.net/10725/15994 https://doi.org/10.26756/th.2023.688 http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.php |
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| _version_ | 1864513471841828864 |
|---|---|
| author | Saad, Celine |
| author_facet | Saad, Celine |
| author_role | author |
| dc.creator.none.fl_str_mv | Saad, Celine |
| dc.date.none.fl_str_mv | 2024-08-19T09:27:58Z 2024-08-19T09:27:58Z 2024 2024-05-20 |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10725/15994 https://doi.org/10.26756/th.2023.688 http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.php |
| dc.language.none.fl_str_mv | en |
| dc.publisher.none.fl_str_mv | Lebanese American University |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Advertising -- Management Branding (Marketing) -- Management Consumers -- Attitudes Communication in marketing Lebanese American University -- Dissertations Dissertations, Academic |
| dc.title.none.fl_str_mv | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| dc.type.none.fl_str_mv | Thesis info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/masterThesis |
| description | Thesis (M.B.A.) -- Business Administration, May 2024. |
| eu_rights_str_mv | openAccess |
| format | masterThesis |
| id | LAURepo_fa557c5f760a08ea27b0dfdd7ac980c5 |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/15994 |
| publishDate | 2024 |
| publisher.none.fl_str_mv | Lebanese American University |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and InclusionSaad, CelineAdvertising -- ManagementBranding (Marketing) -- ManagementConsumers -- AttitudesCommunication in marketingLebanese American University -- DissertationsDissertations, AcademicThesis (M.B.A.) -- Business Administration, May 2024.Includes bibliographical references (leaves 35-50)Diversity and inclusion are relevant concepts nowadays especially as minority/marginalized groups and those that do not fit the “standards” are fighting for a wider representation on different levels. For brands, it is important to understand consumers’ values and triggers to better address them. Especially with brands focusing more on social responsibility, of which being responsible towards individuals in society. Advertising and such topics remain understudied in a non-western context, hence the value of this research. This study aims to highlight the importance of diversity and inclusion in ads by examining its impact on brand trustworthiness, purchase intention, and willingness to pay premium, all three being key factors for the sustainability of a brand. A conceptual model was developed and tested using data collected from university students via an experiment in which a questionnaire was provided to two groups: one with an inclusive mock up ad and another non-inclusive. A total of 118 questionnaires were returned. The conceptual model was tested using the Smart PLS 4.0 software. The results indicated that diversity and inclusion directly impact brand trustworthiness, which in turn positively affects purchase intention and willingness to pay premium. Diversity and inclusion also have an indirect effect on purchase intention and willingness to pay premium through the mediating role of brand trustworthiness. The relationships in the model and the inferred outcomes have major practical implications for the marketing field. However, the study presents some limitations, of which the sample size. Recommendations for future research are presented.1 online resource (xiv, 53 leaves): col. ill.Lebanese American University2024-08-19T09:27:58Z2024-08-19T09:27:58Z20242024-05-20Thesisinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttp://hdl.handle.net/10725/15994https://doi.org/10.26756/th.2023.688http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.phpeninfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/159942024-12-11T06:46:18Z |
| spellingShingle | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion Saad, Celine Advertising -- Management Branding (Marketing) -- Management Consumers -- Attitudes Communication in marketing Lebanese American University -- Dissertations Dissertations, Academic |
| status_str | publishedVersion |
| title | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| title_full | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| title_fullStr | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| title_full_unstemmed | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| title_short | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| title_sort | Shaping Perceptions: Advertising and The Non-Western Consumer in the Era of Diversity and Inclusion |
| topic | Advertising -- Management Branding (Marketing) -- Management Consumers -- Attitudes Communication in marketing Lebanese American University -- Dissertations Dissertations, Academic |
| url | http://hdl.handle.net/10725/15994 https://doi.org/10.26756/th.2023.688 http://libraries.lau.edu.lb/research/laur/terms-of-use/thesis.php |