Document Type
Conference Proceeding
Publication Date
2022
Abstract
This research explores why marketers can utilize disabled models to their advantage. Although brand inclusivity has attracted some attention, much is still unknown. The current research addresses this gap by establishing that using disabled brand models can lead to higher customer-brand relationships and also explores when it could potentially backfire by establishing that the personal attitude towards disability could moderate this main effect. The findings will help brands to be more open to including diverse models that do not exactly fit “the ideal” and fighting the prevailing prejudice towards disabled people in society. Representing them in their advertisements and online brand communications can be an effective way of fighting the stigma surrounding this issue.
Recommended Citation
Sewak, Sphurti and Sinha, Jayati, "An Examination of Portrayal of Disability in Brand Ads" (2022). Association of Marketing Theory and Practice Proceedings 2022. 71.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2022/71
