Inclusive marketing: Filipino market adaptability to inclusive marketing strategies

Authors

Katrina Ysabel Garcia, De La Salle University, Manila
Tiffany Claire Pena, De La Salle University, Manila
Shanel Jeanette Saslcedo, De La Salle University, Manila
Joseph Emil N. Santos, De La Salle University, Manila

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising Department

Document Type

Archival Material/Manuscript

Publication Date

2020

Physical Description

48 pages

Abstract

Using an inductive approach, this exploratory research aims to understand the adaptability of inclusive marketing in the emerging market of the Philippines. There is a lack of literature regarding the subject matter of inclusive marketing in the Philippines, and this research aims to pioneer an understanding of inclusive marketing in the Philippines. Inclusive marketing adapts from the multi-ethnic marketing communications approach that aims to target different ethnic minorities and social groups through cultural representation in advertising. This study gauges the perception and possible effectiveness of inclusive marketing in an environment that is relatively new to it, by adapting the Theoretical Model of Inclusive Marketing by Licsandru & Cui (2018) which describes ethnic marketing effectiveness and subjective social inclusion and self-congruity.

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Recommended Citation

Garcia, K., Pena, T., Saslcedo, S., & Santos, J. N. (2020). Inclusive marketing: Filipino market adaptability to inclusive marketing strategies. Retrieved from https://animorepository.dlsu.edu.ph/faculty_research/11285

Disciplines

Marketing

Keywords

Marketing; Advertising

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