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Phone: (843) 805-6930
McClellanville Library
9 a.m. - 6 p.m.
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Folly Beach Library
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Miss Jane's Building (Edisto Library Temporary Location)
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West Ashley Library
9 a.m. - 7 p.m.
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John L. Dart Library
9 a.m. - 7 p.m.
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St. Paul's/Hollywood Library
9 a.m. - 8 p.m.
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Mt. Pleasant Library
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Dorchester Road Library
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Edgar Allan Poe/Sullivan's Island Library
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John's Island Library
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Wando Mount Pleasant Library
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Otranto Road Library
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Hurd/St. Andrews Library
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Brands and Social Justice Movements: The Effects of True versus Performative Allyship on Brand Evaluation.
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- Author(s): Spielmann, Nathalie (AUTHOR); Dobscha, Susan (AUTHOR); Shrum, L. J. (AUTHOR)
- Source:
Journal of the Association for Consumer Research. Jan2023, Vol. 8 Issue 1, p83-94. 12p.- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- Abstract: Following the murder of George Floyd in May 2020, many brands tried to convey their support of #BLM (Black Lives Matter) on social media (Blackout Tuesday). Some brands engaged in performative allyship (expressing allyship in words only), whereas other brands expressed support through words and deeds (true allyship). This research tests whether true versus performative brand allyship matters to consumers. We show that for the period following Blackout Tuesday, true ally brands performed better than performative ally brands and neutral brands (staying silent). Two experiments show that true ally brands are evaluated more positively than performative ally brands and that this effect is mediated by self-esteem and self-brand connection but moderated by race (greater effect of true allyship for Black consumers than White consumers). These findings suggest that brands have little to gain from acting as performative allies, and even less so toward the communities most affected by social injustice. [ABSTRACT FROM AUTHOR]
- Abstract: Copyright of Journal of the Association for Consumer Research is the property of University of Chicago Press and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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