Decolonising Marketing: Five Fundamental Decisions for Customer Engagement
Journal article
Authors | Greeff, E. |
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Abstract | Purpose – This article aims to offer practical, data-led guidance for the decolonisation of marketing strategy, especially as it relates to customer engagement. It does so with an acute understanding of the constraints of brand legitimacy. Design/methodology/approach – The findings of this article are informed both by a conceptual unpacking of institutional, decolonisation and customer engagement literature, as well as an empirical methodology that presents an embedded single case study of a top-ranking banking brand, utilising in-depth qualitative interviews as well as content analyses of brand communications. Findings – The article examines the notion of institutional brand legitimacy alongside the decolonisation of customer engagement. It offers five empirically driven decisions Research limitations/implications – A single brand case study is offered that utilises a relatively small sample of interviewees, and does not include customers of the brand. Originality/value – To the best of the author’s knowledge, this is the first empirical investigation that offers practical guidance for the decolonisation of marketing |
Keywords | marketing; decolonisation; customer engagement; marketing strategy; diversity; colonisation; institutions; inclusive marketing |
Year | 2023 |
Journal | European Journal of Marketing |
Journal citation | pp. 1-27 |
Publisher | Emerald Publishing |
ISSN | 0309-0566 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/EJM-05-2022-0394 |
Web address (URL) | https://doi.org/10.1108/EJM-05-2022-0394 |
Accepted author manuscript | License File Access Level Open |
Output status | Published |
Publication dates | |
Online | 26 Oct 2023 |
Publication process dates | |
Accepted | 27 Sep 2023 |
Deposited | 13 Nov 2023 |
https://repository.derby.ac.uk/item/q1y37/decolonising-marketing-five-fundamental-decisions-for-customer-engagement
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Accepted author manuscript
AAM_Decolonising Marketing_Five Fundamental Decisions.PDF | ||
License: CC BY-NC 4.0 | ||
File access level: Open |
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