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Limits to cultural celebration: effects of cultural appropriation on consumer behavior
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Resumo(s)
Recently, the fashion and luxury industry has received considerable backlash from cultural appropriation. However, some brands have succeeded at leveraging the effects of the phenomenon as a cultural collaboration. When does cultural appropriation lead to a bad brand attitude? Supported by the literature about cultural appropriation and cultural co-branding in the fashion industry, this study examines the moderation effect of ethnic congruency on the perception of cultural appropriation with a focus on Colombian culture. The results show no significant effect on ad evaluation, brand evaluation, and purchase intention, and are discussed based on the findings.
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Brand perceptions Consumer behaviour Country of origin Luxury Brands Cultural appropriation Ethnic marketing