Selective and "veiled" demarketing from the perspective of black female consumers

Detalhes bibliográficos
Autor(a) principal: Rocha, Ana Raquel Coelho
Data de Publicação: 2018
Outros Autores: Casotti, Leticia Moreira
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Institucional da UFRJ
Texto Completo: http://hdl.handle.net/11422/5922
Resumo: This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.
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spelling Selective and "veiled" demarketing from the perspective of black female consumersDemarketing seletivo e "velado" na visão de consumidoras negrasDemarketingVeiled racismConsumptionHairBalck womenRacismo veladoConsumoCabeloMulher negraCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThis study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.Este trabalho traz a visão da consumidora negra sobre efeitos de ações de marketing, apoiando-se na literatura sobre demarketing. O contexto investigado é sua experiência no mercado de tratamento e beleza dos cabelos. Informações originadas de diferentes manifestações midiáticas se somam às entrevistas narrativas para a interpretação do fenômeno. Os achados revelam um padrão estrutural dominante, que perpetua a condição marginal dos traços naturais dessas mulheres; aspectos emergentes do mercado, que apontam movimentos rumo à visibilidade dessa consumidora, e que essas mulheres se mostram ávidas por consumir, mas se sentem desencorajadas em sua demanda. Isso sugere que percebem o demarketing seletivo e velado, como um dos efeitos das ações de marketing. A análise dá origem a reflexões teóricas sobre demarketing e racismo velado no Brasil.Escola de Administração da Universidade Federal da BahiaBrasilInstituto COPPEAD de Administração2018-12-04T16:05:53Z2023-12-21T03:03:13Z2018-10-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleROCHA, Ana Raquel Coelho; CASOTTI, Leticia Moreira. Selective and "veiled" demarketing from the perspective of black female consumers. Organizações & Sociedade, v. 25, n. 87, p. 610-631, out./dez. 2018.1984-9230http://hdl.handle.net/11422/5922engOrganizações & SociedadeRocha, Ana Raquel CoelhoCasotti, Leticia Moreirainfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFRJinstname:Universidade Federal do Rio de Janeiro (UFRJ)instacron:UFRJ2023-12-21T03:03:13Zoai:pantheon.ufrj.br:11422/5922Repositório InstitucionalPUBhttp://www.pantheon.ufrj.br/oai/requestpantheon@sibi.ufrj.bropendoar:2023-12-21T03:03:13Repositório Institucional da UFRJ - Universidade Federal do Rio de Janeiro (UFRJ)false
dc.title.none.fl_str_mv Selective and "veiled" demarketing from the perspective of black female consumers
Demarketing seletivo e "velado" na visão de consumidoras negras
title Selective and "veiled" demarketing from the perspective of black female consumers
spellingShingle Selective and "veiled" demarketing from the perspective of black female consumers
Rocha, Ana Raquel Coelho
Demarketing
Veiled racism
Consumption
Hair
Balck women
Racismo velado
Consumo
Cabelo
Mulher negra
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Selective and "veiled" demarketing from the perspective of black female consumers
title_full Selective and "veiled" demarketing from the perspective of black female consumers
title_fullStr Selective and "veiled" demarketing from the perspective of black female consumers
title_full_unstemmed Selective and "veiled" demarketing from the perspective of black female consumers
title_sort Selective and "veiled" demarketing from the perspective of black female consumers
author Rocha, Ana Raquel Coelho
author_facet Rocha, Ana Raquel Coelho
Casotti, Leticia Moreira
author_role author
author2 Casotti, Leticia Moreira
author2_role author
dc.contributor.author.fl_str_mv Rocha, Ana Raquel Coelho
Casotti, Leticia Moreira
dc.subject.por.fl_str_mv Demarketing
Veiled racism
Consumption
Hair
Balck women
Racismo velado
Consumo
Cabelo
Mulher negra
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
topic Demarketing
Veiled racism
Consumption
Hair
Balck women
Racismo velado
Consumo
Cabelo
Mulher negra
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description This study sheds light on the perspective of Black female consumers in regard to certain effects of marketing initiatives adopting the literature on demarketing as a framework. The context examined is their experience with the market of hair beauty and care. Media actions are analyzed along with narrative interviews in order to understand the phenomenon. The findings reveal a dominant structural pattern which perpetuates the marginalized status of Black women’s natural traits. Emerging market initiatives point to movements concerning the visibility of these female consumers, who despite being eager to consume, have their demand discouraged. This suggests that they perceive selective and veiled demarketing as one of the results of marketing actions. The analysis invites for theoretical reflections on demarketing and veiled racism in Brazil.
publishDate 2018
dc.date.none.fl_str_mv 2018-12-04T16:05:53Z
2018-10-01
2023-12-21T03:03:13Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv ROCHA, Ana Raquel Coelho; CASOTTI, Leticia Moreira. Selective and "veiled" demarketing from the perspective of black female consumers. Organizações & Sociedade, v. 25, n. 87, p. 610-631, out./dez. 2018.
1984-9230
http://hdl.handle.net/11422/5922
identifier_str_mv ROCHA, Ana Raquel Coelho; CASOTTI, Leticia Moreira. Selective and "veiled" demarketing from the perspective of black female consumers. Organizações & Sociedade, v. 25, n. 87, p. 610-631, out./dez. 2018.
1984-9230
url http://hdl.handle.net/11422/5922
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Organizações & Sociedade
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Escola de Administração da Universidade Federal da Bahia
Brasil
Instituto COPPEAD de Administração
publisher.none.fl_str_mv Escola de Administração da Universidade Federal da Bahia
Brasil
Instituto COPPEAD de Administração
dc.source.none.fl_str_mv reponame:Repositório Institucional da UFRJ
instname:Universidade Federal do Rio de Janeiro (UFRJ)
instacron:UFRJ
instname_str Universidade Federal do Rio de Janeiro (UFRJ)
instacron_str UFRJ
institution UFRJ
reponame_str Repositório Institucional da UFRJ
collection Repositório Institucional da UFRJ
repository.name.fl_str_mv Repositório Institucional da UFRJ - Universidade Federal do Rio de Janeiro (UFRJ)
repository.mail.fl_str_mv pantheon@sibi.ufrj.br
_version_ 1815455977553526784

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