Inclusive Marketing and Diversity-Based Branding: A Conceptual Framework for Consumer Engagement and Business Outcomes

Resumen

The increasing number of consumers with differentiated attributes based on gender, age, ethnicity, culture, disability and language among others has brought about inclusive marketing as one of the important marketing strategies. In this regard, the given paper tries to develop a comprehensive framework through integration of the concept of inclusive marketing and the concept of branding strategy based on the notion of diversity in order to know how these elements influence consumer trust, brand authenticity, purchasing intentions, brand loyalty, and business performance. This study tries to unify the disjointed literature on the same based on the tenets of Social Identity Theory, Consumer Culture Theory, Stakeholder Theory, and Signaling Theory, as it seeks to establish how inclusive marketing can influence the performance of businesses. In addition, the structure has been enlarged to incorporate how new-age AI-based personalization mechanisms and digital engagement pathways affect inclusive marketing. The study is trying to add to the literature by developing a comprehensive conceptualization on the subject matter, hypothesize future research, and offering suggestions on what the managers, researchers, and the policy-focused branding theorists can do.