Merchandising/Marketing/Retailing: Branding

How Inclusive Marketing Influences Perceived Human Traits in Branding 

---

Abstract

As fashion marketing increasingly adopts inclusive practices, little is known about how inclusive marketing shapes human-like brand perceptions. Drawing on the Stereotype Content Model (SCM), this study investigates how inclusive marketing influences perceived brand warmth and competence, and how these social perceptions drive brand anthropomorphism and brand attitudes across luxury and non-luxury brands. A 2 (inclusive marketing: present vs. absent) × 2 (brand type: luxury vs. non-luxury) between-subjects experiment was conducted using Gucci and GAP as stimuli. Results from structural equation modeling (SEM) show that inclusive marketing significantly increases perceived warmth and competence, which in turn enhance brand anthropomorphism and brand attitudes. Interestingly, inclusive marketing has a stronger effect on warmth perceptions for luxury brands than for non-luxury brands. By linking inclusive marketing to brand anthropomorphism, this study offers novel insights into how inclusive strategies can humanize brands and enhance evaluations, even within traditionally exclusive luxury contexts.

Keywords: Inclusive marketing, anthropomorphism, branding, disability

How to Cite:

Lee, J. & Wu, J., (2025) “How Inclusive Marketing Influences Perceived Human Traits in Branding ”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21879