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Keywords: Brand legitimation
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Journal Articles
João Henrique Viana de Sousa, Lucas Lopes Ferreira de Souza, Bruno de Souza Lessa, José Iran Batista de Melo Filho, Milena Reis Auip Barbosa
Journal:
Social Responsibility Journal
Social Responsibility Journal 1–15.
Published: 23 July 2026
... This study contributes to shifting diversity marketing from a promotional tactic to an ethical and strategic imperative. It offers a novel perspective on brand legitimation in emerging economies, suggesting that social validation and supplier diversity precede economic success in contexts of high social...
