.... The enhancement effect is evident when their diversity appreciation is low. Originality/value These results contribute to resolving the inconsistent findings in the literature on the effect of religious affiliation on brands, while offering a nuanced perspective vis-à-vis brand inclusivity. Companies...

...Candice R. Hollenbeck; Vanessa M. Patrick Purpose Actively promoting a brand as inclusive can backfire when it is seen as flaunting a socially conscious façade. One way marketers can authentically scale-up brand inclusion is to cultivate a strong dialogic relationship with the brand community...

... perceptions of their brands’ DEI strategies. Originality/value This paper contributes to the emerging literature on brand inclusivity in the marketplace. Specifically, it sheds light on why brands have been criticized for launching product lines that, ostensibly, include many options but may not go far...