Skip to main content

Advertisement

SpringerLink
Log in

The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value

  • Original Empirical Research
  • Published:
Journal of the Academy of Marketing Science Aims and scope Submit manuscript

Abstract

The present research employs the Assess Symptoms, Diagnose Causes, Identify and Test Interventions paradigm to measure, understand, and address a grand challenge facing prominent brands: weakness with minority consumers in increasingly diverse societies. First, an analysis of six-hundred thousand consumer-brand ratings reveals that the purchase intention advantage enjoyed by more prominent brands weakens among racial minorities. We posit that these symptoms of weakness are due to the erosion of ingroup identification that would advantage mainstream brands. A diagnostic survey of American consumers confirms the role of societal identification and points to symbolic marginalization from segregation in advertising as one contributor under brands’ influence. Minorities are less likely to report that advertising depicts diverse people together, which predicts lower societal identification and mainstream brand purchase intentions. Experiments confirm that advertising with minority representation and featuring (but lacking) diversification through multi-racial ensembles lessens (perpetuates) a sense of segregation, strengthens (undermines) societal identification, and strengthens (weakens) prominent brands’ value. Advertisements with representation and diversification can contribute to greater societal unification while protecting advantages afforded by social influence, an opportunity for brands to do good while doing well.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Subscribe and save

Springer+ Basic
$34.99 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2
Fig. 3
Fig. 4

Similar content being viewed by others

Data Availability

Data from experiments can be made available upon request.

Notes

  1. The U.S. Census Bureau’s 2020 census reveals that growth in the U.S. population is "made up entirely of people who identified as Hispanic, Asian, Black and more than one race" (Tavernise and Gebeloff 2021).

  2. Purchasing power in the United States (U.S.) for Hispanic, Asian American, African American, and Native American consumers reached $4.9 trillion, an amount similar to the combined GDP of France and Italy.

  3. We thank our late friend and colleague Joshua T. Beck for helping us develop this paradigm to structure this research. Josh credits Eva Ascarza’s Measurement, Understanding, Intervention framework.

  4. Exceptions exist (e.g., support for underdog brands, see Paharia et al., 2011).

  5. Over 75% of brands were nationally distributed brands, as indicated by ratings from respondents within each of the nine Census Bureau regions of the United States, and 98% of brands had ratings from at least five of the nine Census Bureau regions.

  6. For consumers from zip codes that were only partially encompassed by the cities included in the American Community Survey (ACS), we assigned respondents to the ACS city if more than half of the population in that zip code fell within the city boundaries and otherwise omitted respondents.

  7. We use one-tail, directional p-values for tests of all hypothesized effects.

  8. We use one-tail, directional p-values for tests of all hypothesized effects.

  9. We use one-tail, directional p-values for tests of all hypothesized effects.

  10. A repeated measures model with within-participants contrasts comparing ratings of inclusiveness vs self-representation revealed an effect of condition x measure (F(2,759) = 13.62, p < .001) with similar inclusiveness and self-representation scores for ads with mono-racial ensembles of models but higher inclusiveness score than self-representation scores for ads with multi-racial ensembles of models (Minclusiveness = 4.19, SD = 1.26, Mself-repretation = 3.76, SD = 1.57, t(263) 11.62, p < .001).

  11. We also explored differences in perceptions of image quality. The mono-racial low representation images generated lower evaluations than the other images (ps < .001), with no other significant differences.

  12. After each ad, respondents in the ad conditions were asked to rate the perceived quality of the ad (“The visual elements of the ad (e.g., images, colors, lighting, etc.) were of high quality” 1 = strongly disagree, 7 = strongly agree), the perceived creativity of the ad (“This ad was very creative,”: 1 = strongly disagree, 7 = strongly agree), and the perceived realism of the ad (“This ad was realistic,” 1 = strongly disagree, 7 = strongly agree). All ads were rated significantly higher than mid-scale (M = 4.00, p < .05) and did not differ significantly between treatment and control group (ps > .18).

  13. We use one-tail, directional p-values for tests of all hypothesized effects.

References

  • Aaker, D. A. (2014). Aaker on Branding. Morgan James Publishing.

    Google Scholar 

  • Arsel, Z., Crockett, D., & Scott, M. L. (2022). Diversity, equity, and inclusion (DEI) in the Journal of Consumer Research: A curation and research agenda. Journal of Consumer Research, 48(5), 920–933.

    Article  Google Scholar 

  • Baah, F. O., Teitelman, A. M., & Riegel, B. (2019). Marginalization: Conceptualizing patient vulnerabilities in the framework of social determinants of health—An integrative review. Nursing Inquiry, 26(1), e12268.

    Article  Google Scholar 

  • Bailey, A. A. (2006). A year in the life of the African-American male in advertising: A content analysis. Journal of Advertising, 35(1), 83–104.

    Article  Google Scholar 

  • Baker, S. M., Gentry, J. W., & Rittenburg, T. L. (2005). Building understanding of the domain of consumer vulnerability. Journal of Macromarketing, 25(2), 128–139.

    Article  Google Scholar 

  • Bernstein, R. S., Bulger, M., Salipante, P., & Weisinger, J. Y. (2020). From diversity to inclusion to equity: A theory of generative interactions. Journal of Business Ethics, 167, 395–410.

    Article  Google Scholar 

  • Binder, C. & Hanssens, D.M. (2015). Why strong customer relationships trump powerful brands. Harvard Business Review. https://hbr.org/2015/04/why-strong-customer-relationships-trump-powerful-brands. Accessed 14 Apr 2015.

  • Bollen, K. A., & Stine, R. (1990). Direct and indirect effects: Classical and bootstrap estimates of variability. In C. C. Clogg (Ed.), Sociological Methodology (pp. 115–140). Basil-Blackwell.

    Google Scholar 

  • Borgerson, J. L., & Schroeder, J. E. (2002). Ethical issues of global marketing: Avoiding bad faith in visual representation. European Journal of Marketing, 36(5), 570–594.

    Article  Google Scholar 

  • Brumbaugh, A., & Grier, S. (2006). Insights from a failed experiment: Direction for pluralistic, multiethnic advertising research. Journal of Advertising, 35, 35–46.

    Article  Google Scholar 

  • Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising, 51(1), 22–38.

    Article  Google Scholar 

  • Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21, 63–80.

    Article  Google Scholar 

  • Cheung, M. W. L. (2009). Comparison of methods for constructing confidence intervals of standardized indirect effects. Behavior Research Methods, 41, 425–438.

    Article  Google Scholar 

  • Choi, W. J., & Winterich, K. P. (2013). Can brands move in from the outside? How moral identity enhances out-group brand attitudes. Journal of Marketing, 77(2), 96–111.

    Article  Google Scholar 

  • Cialdini, R. B., & Goldstein, N. J. (2004). Social Influence: Conformity and Compliance. Annual Review of Psychology, 55, 591–621.

    Article  Google Scholar 

  • Cialdini, R. B., Wosinska, W., Barrett, D. W., Butner, J., & Gornik-Durose, M. (1999). Compliance with a request in two cultures: The differential influence of social proof and commitment/consistency on collectivists and individualists. Personality and Social Psychology Bulletin, 25(10), 1242–1253.

    Article  Google Scholar 

  • Cody, M. J., & Seiter, J. S. (2001). Compliance principles in retail stores in the United States. In W. Wosinska, R. B. Cialdini, D. W. Barrett, & J. Rekowski (Eds.), The Practice of Social Influence in Multiple Cultures (pp. 325–341). Lawrence Erlbaum Associates.

    Google Scholar 

  • Dahl, D. W. (2016). The argument for consumer-based strategy papers. Journal of the Academy of Marketing Science, 44(3), 286–287.

    Article  Google Scholar 

  • de Lima Alcantara, F. (2021). Diverse and inclusive representation in online advertising: An exploration of the current landscape and people's expectations. Meta Research. Retrieved September 28, 2022 from https://research.facebook.com/publications/diverse-and-inclusive-representation-in-online-advertising-an-exploration-of-the-current-landscape-and-peoples-expectations/

  • de Ruyter, K., Keeling, D. I., Plangger, K., Montecchi, M., Scott, M. L., & Dahl, D. W. (2022). Reimagining marketing strategy: Driving the debate on grand challenges. Journal of the Academy of Marketing Science, 50(1), 13–21.

    Article  Google Scholar 

  • Devos, T., & Mohamed, H. (2014). Shades of American identity: Implicit relations between ethnic and national identities. Social and Personality Psychology Compass, 8(12), 739–754.

    Article  Google Scholar 

  • Diaz, A. C. (2021). Super bowl LV advertisers disappoint on diversity in the director's chair. AdAge. February 09, 2021. Retrieved September 28, 2022 from https://adage.com/article/special-report-super-bowl/2021-super-bowl-advertisers-fall-short-diversity-directors-chair/2313151

  • Dovidio, J. F., Gaertner, S. L., & Saguy, T. (2009). Commonality and the complexity of “we”: Social attitudes and social change. Personality and Social Psychology Review, 13(1), 3–20.

    Article  Google Scholar 

  • Eisend, M., Muldrow, A. F., & Rosengren, S. (2023). Diversity and inclusion in advertising research. International Journal of Advertising, 42(1), 52–59.

    Article  Google Scholar 

  • El Hazzouri, M., Main, K. J., & Carvalho, S. W. (2017). Ethnic minority consumers reactions to advertisements featuring members of other minority groups. International Journal of Research in Marketing, 34(3), 717–733.

    Article  Google Scholar 

  • Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389.

    Article  Google Scholar 

  • Fisher, R. J., & Price, L. L. (1992). An investigation into the social context of early adoption behavior. Journal of Consumer Research, 19(3), 477–486.

    Article  Google Scholar 

  • Forehand, M., Deshpandé, R., & Reed, A., II. (2002). Identity salience and the influence of differential activation of the social self-schema on advertising response. Journal of Applied Psychology, 87, 1086–1099.

    Article  Google Scholar 

  • Forehand, M., Reed, A., II., & Saint Clair, J. K. (2021). Identity interplay: The importance and challenges of consumer research on multiple identities. Consumer Psychology Review, 4, 100–120.

    Article  Google Scholar 

  • Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26, 172–199.

    Article  Google Scholar 

  • Gerstle, G. (2001). American Crucible: Race and Nation in the Twentieth Century (REV-Revised). Princeton University Press. https://doi.org/10.2307/j.ctvc775dm

    Article  Google Scholar 

  • Gleason, P. (1991). Minorities (almost) all: The minority concept in American social thought. American Quarterly, 43(3), 392–424.

    Article  Google Scholar 

  • Gligor, D., Newman, C., & Kashmiri, D. (2021). Does your skin color matter in buyer-seller negotiations? The implications of being a Black salesperson. Journal of the Academy of Marketing Science, 49(5), 969–993.

    Article  Google Scholar 

  • Global Media Insights. (2022). "UAE Population Statistics in 2022 (Infographics) | GMI. Official GMI Blog. Posted March 18, 2022. Retrieved November, 27 2022. https://www.globalmediainsight.com/blog/uae-population-statistics/

  • Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A Room with a viewpoint: Using social norms to motivate environmental conservation in hotels. Journal of Consumer Research., 35(3), 472–482.

    Article  Google Scholar 

  • Gould, J. W., Sigband, N. B., & Zoerner, C. E., Jr. (1970). Black consumer reactions to “integrated” advertising: An exploratory study. Journal of Marketing, 34(3), 20–26.

    Google Scholar 

  • Green, C. L. (1999). Ethnic evaluations of advertising: Interaction effects of strength of ethnic identification, media placement, and degree of racial composition. Journal of Advertising, 28(1), 49–64.

    Article  Google Scholar 

  • Grier, S. A. & Brumbaugh A. M. (2004). Consumer distinctiveness and advertising persuasion. In Williams J. D., Lee, W. N., & Haugtvedt, C. P. (Eds.), Diversity in Advertising (pp. 217–236). Hillsdale, NJ: Lawrence Erlbaum Associates, Inc.

  • Grier, S. A., & Deshpandé, R. (2001). Social dimensions of consumer distinctiveness: The influence of social status on group identity and advertising persuasion. Journal of Marketing Research, 38(2), 216–224.

    Article  Google Scholar 

  • Hamilton, R. (2016). Consumer-based strategy: Using multiple methods to generated consumer insights that inform strategy. Journal of the Academy of Marketing Science, 44(3), 281–285.

    Article  Google Scholar 

  • Hanson, W. A., & Putler, D. S. (1996). Hits and misses: Herd behavior and online product popularity. Marketing Letters, 7(4), 297–305.

    Article  Google Scholar 

  • Harmeling, C. M., Palmatier, R. W., Fang, E., & Wang, D. (2017). Group marketing: Theory, mechanisms, and dynamics. Journal of Marketing, 81(4), 1–24.

    Article  Google Scholar 

  • Jefferson, M. (2022). Quarter of BAME consumers see 'no improvement' in advertising's portrayal of diverse groups. Marketing Week, February 3, 2022, Retrieved September 28, 2022 from https://www.marketingweek.com/portrayal-diverse-ads-not-improved/

  • Licsandru, T. C., & Cui, C. C. (2019). Ethnic marketing to the global millennial consumers: Challenges and opportunities. Journal of Business Research, 103, 261–274.

    Article  Google Scholar 

  • Lippmann, W. (1922). Public opinion. MacMillan.

    Google Scholar 

  • Marketing Science Institute. (2022). MSI Marketing Science Institute research priorities 2022–2024. Retrieved November 16, 2022, from https://ua.thearf.org/wp-content/uploads/2022/10/MSI-2022-24-Research-Priorities-Final.pdf

  • Mazodier, M., Henderson, C. M., & Beck, J. T. (2018). The long reach of sponsorship: How fan isolation and identification jointly shape sponsorship performance. Journal of Marketing, 82(6), 28–48.

    Article  Google Scholar 

  • Mejia, J., & Parker, C. (2021). When transparency fails: Bias and financial incentives in ridesharing platforms. Management Science, 67(1), 166–184.

    Article  Google Scholar 

  • Melancon, M. (2021). Consumer buying power is more diverse than ever. Retrieved November 16, 2022, from https://news.uga.edu/selig-multicultural-economy-report-2021/

  • Meyer, J.-H., de Ruyter, K., Grewal, D., Cleeren, K., Keeling, D. I., & Motyka, S. (2020). Categorical versus dimensional thinking: Improving anti-stigma campaigns by matching health messages frames and implicit worldviews. Journal of the Academy of Marketing Science, 48(2), 222–245.

    Article  Google Scholar 

  • Miller, B. K., & Simmering, M. J. (2022). Attitude toward the color blue: An ideal marker variable. Organizational Research Methods. https://doi.org/10.1177/10944281221075361

    Article  Google Scholar 

  • Mu, J., Thomas, E., Qi, J., & Tan, Y. (2018). Online group influence and digital product consumption. Journal of the Academy of Marketing Science, 46, 921–947.

    Article  Google Scholar 

  • Muchnik, L., Aral, S., & Taylor, S. J. (2013). Social influence bias: A randomized experiment. Science, 341(6146), 647–651.

    Article  Google Scholar 

  • National Geographic Society (2022). The Black Codes and Jim Crow Laws. National Geographic Society: Education Encyclopedic Entry. Retrieved June 1, 2023 from https://education.nationalgeographic.org/resource/black-codes-and-jim-crow-laws/

  • O'Connor, Claire, (2016), "Retailers at Risk: These Five Store Chains Face an Uphill Battle in 2016," Forbes, (accessed January 20, 2016), [available at http://www.forbes.com/sites/clareoconnor/2016/01/12/retailers-at-risk-these-five-store-chains-face-an-uphill-battle-in-2016/]

  • Otto, A. S., Davis, B., Wakefield, K., Clarkson, J. J., & Inman, J. J. (2020). Consumer strategies to improve the efficacy of posted calorie information: How provincial norms nudge consumers to healthier consumption. Journal of Consumer Affairs, 54(1), 311–341.

    Article  Google Scholar 

  • Overgoor, Gijs and Yildirim, Gokhan and Bart, Yakov and Pauwels, Koen, From Representation to Reception: Evaluating the Impact of Diversity in TV Advertising on Consumer Purchase Intention (June 2, 2023). Available at SSRN: https://ssrn.com/abstract=4471248 or https://doi.org/10.2139/ssrn.4471248

  • Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775–790.

    Article  Google Scholar 

  • Park, Y. W., Voss, G. B., & Voss, G. V. (2022). Advancing customer diversity, equity, inclusion: Measurement, stakeholder influence, and the role of marketing. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-022-00883-6

    Article  Google Scholar 

  • Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18–36.

    Article  Google Scholar 

  • Poole, D., Page, G., & Sidlova, V. (2021). Beyond brand activism: 3 routes to inclusive advertising. June 3, 2021. Retrieved September 28, 2022 from https://www.kantar.com/north-america/inspiration/advertising-media/beyond-brand-activism-three-routes-to-inclusive-advertising

  • Powell, D., Yu, J., DeWolf, M., & Holyoak, K. J. (2017). The love of large numbers: A popularity bias in consumer choice. Psychological Science, 28(10), 1432–1442.

    Article  Google Scholar 

  • Saint Clair, J. K., & Forehand, M. R. (2020). The many-faced consumer: Consumption consequences of balancing multiple identities. Journal of Consumer Research, 46(6), 1011–1030.

    Article  Google Scholar 

  • Segev, S., Ruvio, A., Shoham, A., & Velan, D. (2014). Acculturation and consumer loyalty among immigrants: A cross-national study. European Journal of Marketing, 48(9), 1579–1599.

    Article  Google Scholar 

  • Silver, L., Fagan, M., Connaughton, A. & Mordecai, M. (2021). Views About National Identity Becoming More Inclusive in U.S., Western Europe. Pew Research Center Report, May 5, 2021. Retrieved November 19, 2022 from https://www.pewresearch.org/global/2021/05/05/views-about-national-identity-becoming-more-inclusive-in-us-western-europe/

  • Spiller, S. A., Fitzsimons, G. J., Lynch, J. G., Jr., & McClelland, G. H. (2013). Spotlights, floodlights, and the magic number zero: Simple effects tests in moderated regression. Journal of Marketing Research, 50(2), 277–288.

    Article  Google Scholar 

  • Srinivasan, V., Park, C. S., & Chang, D. R. (2005). An approach to the measurement, analysis, and prediction of brand equity and its sources. Management Science, 51(9), 1433–1448.

    Article  Google Scholar 

  • Staerklé, C., Sidanius, J., Green, E. G., & Molina, L. E. (2010). Ethnic minority-majority asymmetry in national attitudes around the world: A multilevel analysis. Political Psychology, 31(4), 491–519.

    Article  Google Scholar 

  • Strebinger, A., Guo, X., Klauser, F., & Grant-Hay, P. (2018). Is multiethnic advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study. Journal of Business Research, 82, 409–416.

    Article  Google Scholar 

  • Sumner, C. (1870). Equality before the law: Unconstitutionality of separate colored schools in Massachusetts. Washington: F. & J. Rives & Geo. A. Bailey. Rare Book and Special Collections Division, Library of Congress (1F)

  • Tavernise, S. & Gebeloff, R. (2021). Census shows sharply growing numbers of Hispanic, Asian and Multiracial Americans. Retrieved November 16, 2022, from https://www.nytimes.com/2021/08/12/us/us-census-population-growth-diversity.html

  • Tsai, W.-H.S. (2011). How minority consumers use targeted advertising as pathways to self-empowerment. Journal of Advertising, 40(3), 85–97.

    Article  Google Scholar 

  • UAE Vision (2021). National priorities. Retrieved November 16, 2022, from https://www.vision2021.ae/en

  • United Nations (2020). Human Development Reports. United Nations. Retrieved May 31, 2022. https://www.hdr.undp.org/en/countries/profiles/ARE

  • United Nations (2022). Goal 10: Reduce inequality within and among countries. United Nations. Retrieved May 1, 2022. https://www.un.org/sustainabledevelopment/inequality/

  • UW News staff (2021). Ascend program at UW’s Foster School of Business expands to further support diverse-owned small businesses thanks to $8 million investment from JPMorgan Chase. UW News. Retrieved May 28, 2023. https://www.washington.edu/news/2021/05/18/ascend-program-at-uws-foster-school-of-business-expands-to-further-support-diverse-owned-small-businesses-thanks-to-8-million-investment-from-jpmorgan-chase/

  • Vadakkepatt, G., Bryant, A., Hill, R. P., & Nunziato, J. (2022). Can advertising benefit women’s development? Preliminary insights from a multi-method investigation. Journal of the Academy of Marketing Science, 50(3), 503–520.

    Article  Google Scholar 

  • White, K., & Dahl, D. W. (2007). Are all out-groups created equal? Consumer identity and dissociative influence. Journal of Consumer Research, 34(4), 525–536.

    Article  Google Scholar 

Download references

Acknowledgements

The authors thank the UAE Ministry of Education through Zayed University’s Research Incentive Fund (grant number R19063) and the CY Initiative of Excellence (grant “Investissements d’Avenir” ANR-16-IDEX-0008) whose support is gratefully acknowledged. The authors would also like to thank Julian K. Saint Clair, Joshua T. Beck, and members of our marketing departments for helpful suggestions on presentations and previous drafts of this article.

Author information

Authors and Affiliations

  1. Lundquist College of Business, University of Oregon, Eugene, OR, USA

    Conor M. Henderson

  2. ESSEC Business School, Cergy, France

    Marc Mazodier

  3. Excelia Business School, La Rochelle, France

    Jamel Khenfer

Authors
  1. Conor M. Henderson
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Marc Mazodier
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Jamel Khenfer
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Conor M. Henderson.

Ethics declarations

Conflict of interests

The authors declare that they have no conflict of interest.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Kirk Plangger served as Guest Editor for this article.

Electronic supplementary material

Below is the link to the electronic supplementary material.

Supplementary file1 (DOCX 58 KB)

Appendices

Appendix 1

Table 4

Table 4 Measurement scales from Study 2
Full size table

Fig. 5

Fig. 5
figure 5

Visual component of societal identification measure in Study 2 and Study 4

Full size image

Appendix 2

Fig. 6

Fig. 6
figure 6

Example ads from the different ad sets in

Full size image

Appendix 3

Fig. 7

Fig. 7
figure 7

Example ads from the two different ad sets in Study 4a. The images in the Microsoft ads were also used in Study i to create Facebook ads for “Saturn marketing research”

Full size image

Rights and permissions

Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Henderson, C.M., Mazodier, M. & Khenfer, J. The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value. J. of the Acad. Mark. Sci. (2023). https://doi.org/10.1007/s11747-023-00977-9

Download citation

  • Received:

  • Accepted:

  • Published:

  • DOI: https://doi.org/10.1007/s11747-023-00977-9

Keywords

Search

Navigation