JM Buzz Deep Dive: How Minority Ownership Influences Consumers During Brand Failures (with Dr. Samantha Cross)

Recent social movements such as Black Lives Matter have prompted brands and retailers to increase the use of minority ownership labels (e.g., Black-owned, woman-owned). How do these labels affect consumer behavior during brand failures?

Join host Samantha Cross (Babson College) as she interviews Esther Uduehi (University of Washington) and Aaron Barnes (University of Louisville) about their fascinating new Journal of Marketing⁠⁠ study, "The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations."

Host: Samantha N. N. Cross Topics: brand failures, black-owned, woman-owned, minority-owned, race, ethnicity, gender

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠University FM.