Merchandising/Marketing/Retailing: Branding

The Power of Timing and Depth in Diversity Practices: Strategies to Shape Brand Attitudes and Brand Loyalty

---

Abstract

Millennials and Generation Z increasingly expect brands to demonstrate authentic commitments to diversity, equity, and inclusion (DEI). While prior research has examined consumer responses to diversity initiatives, less is known about how the timing and depth of these practices jointly shape brand evaluations. Guided by the Brand Approaches to Diversity Typology (BADT), this research investigates how early versus late implementation and deep versus surface-level diversity practices influence brand attitude and brand loyalty. Two online experimental studies were conducted. Study 1 examined the effect of timing, whereas Study 2 employed a 2 x 2 design manipulating timing and depth. Results indicate that early DEI efforts significantly enhance brand attitude and loyalty, whereas late efforts lead to declines in consumer evaluations. Moreover, the combination of early and deep diversity practices produces the most favorable outcomes. These findings highlight the importance of proactive and authentic DEI strategies and offer practical guidance for brands. 

Keywords: Diversity practices, Timing, Depth, Brand attitude, Brand loyalty

How to Cite:

Jahan, I., Jia, X., Childs, M. L. & Blanchflower, T. M., (2025) “The Power of Timing and Depth in Diversity Practices: Strategies to Shape Brand Attitudes and Brand Loyalty”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22030