The increasing popularity of inclusive marketing as part of the broader strategies of brand activism, linked to the diversity, equity and inclusion (DEI) movement, is creating new opportunities for luxury fashion brands to signal their responsibility and openness when it comes to these issues. However, such inclusivity initiatives can lead to consumer backlash when luxury brands rely on perfectionism and self-esteem to elicit admiration and desirability. Our study asks whether weaving models with disabilities into brand narratives contributes to positive consumer responses. Results show that, the serial effect of transportation into brand stories and advertising credibility generates a positive effect of consumers’ perceived brand inclusitivity on their willingness to buy.
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