From racialized brands to authentic brands: Dynamic conceptual blending

Esi A. Elliot, Carmina Cavazos and Ai Ming Chow

Journal of Global Scholars of Marketing Science, 2024, vol. 34, issue 1, 19-44

Abstract: Our primary objective for this study is to examine how racialization can shift along the continuum to authenticity that is also sustainable. A subordinate objective is to examine the conceptual blending process that occurs when racialized brands are shifted to sustainable authentic brands. We review the foundation of our research. This includes existing approaches to diversity, equity, and inclusion and conceptual blending. Our methodology is ethnography and The Zaltman Metaphor Elicitation Technique (ZMET). Using the visual metaphors of 8 artrepeneurs from racialized populations we conclude that sustainable authenticity is a construct that emerges with four themes: unleashing resources, environmental sustainability, emotional transparency, and beauty in diversity. Theoretical and managerial implications are provided.

Date: 2024
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DOI: 10.1080/21639159.2023.2256346

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