Marketing research on LGBTQ+ people has increased over the past two decades, entering
mainstream marketing discourse–aligning with greater societal acceptance. This paper …

Consumer well‐being (CWB) refers to the cognitive and emotional reactions of consumers in
response to their consumption experiences. It encompasses three elements: consumer …

Although consumers rely on their activities to help construct their identity, antecedents and
outcomes of consumer-activity identification (CAI) have not been elucidated. This research …

Stigma is a discrediting attribute that emerges in social interactions, playing different roles in
different contexts. Several fields (eg, sociology and psychology) have dedicated special …

The purpose of this paper is to contribute to a better understanding of the role of the
heterosexual orientation on men's product choices in different consumption contexts. The …

Abstract Introduction Until 12 January 2000, the UK Armed Forces retained a policy of
discharging all gay, lesbian, bisexual, and transgender personnel under exemptive military …

Stigma is a discrediting attribute that emerges in social interactions, playing different roles in
different contexts. Several fields (eg, sociology and psychology) have been dedicating …

This is a progress report for Phase One of a larger research project funded by the Armed
Forces Covenant Fund Trust and in partnership with Fighting With Pride. The aim of the …

For marketing and consumer researchers, studying culture often asks us to examine social
movements (ie, the way societies, communities and individuals change in response to …