University of Twente Student Theses
As of Friday, 8 August 2025, the current Student Theses repository is no longer available for thesis uploads. A new Student Theses repository will be available starting Friday, 15 August 2025.
Diversity in Marketing Campaigns and Its Impact on Brand Loyalty
Altay, Arailym (2025) Diversity in Marketing Campaigns and Its Impact on Brand Loyalty.
|
PDF
2MB |
| Abstract: | In recent times, the brands came under the spotlight for getting more equitable, inclusive, and representative of the societies, which led them to employ diversity-focused marketing strategies. The paper discusses the impact of marketing diversity on brand loyalty, primarily focusing on Nike's "You Can't Stop Us" campaign as an example. The theories include Brand Attachment Theory, Social Identity Theory, and Brand Trust, which demonstrate the psychological processes influencing individuals’ behaviour when faced with diversity advertising. There was a cross-cultural survey done with 104 international adults aged 18 and over, which aimed to evaluate the perceptions of diversity, emotional attachment, trust, and loyalty. The outcome illustrates that diversity in marketing campaigns has a favourable influence on brand attachment and trust, where brand trust plays an important role in the increase of brand loyalty. Furthermore, it was found that brand attachment does not significantly influence brand loyalty. Besides that, the moderating role of group fit, how much consumers identify with those represented, was not established as significant. The results add to the diversity marketing literature and provide practical insights to brands that are looking to create brand loyalty by using authentic representation in the markets that are becoming increasingly diverse. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 85 business administration, organizational science |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/106946 |
| Export this item as: | BibTeX EndNote HTML Citation Reference Manager |
Show download statistics for this publication
Show download statistics for this publicationRepository Staff Only: item control page