Conceptualizing organizational diversity façade through an integrative theoretical framework: a systematic review
DOI:
https://doi.org/10.5585/2025.26550Palavras-chave:
DEI, Bluewashing, Diversity Washing, Corporate Activism, Woke WashingResumo
Objective: This study aims to conceptualize Organizational Diversity Façade (DF), and its main dimensions through an integrative theoretical framework.
Methodology/Approach: to conceptualize DF a Systematic Literature Review (SLR) method was used to analyze the international scientific production on WOS, and SCOPUS databases, between 2011, and 2022, with 52 articles related to false organizational discourses about Diversity, Equity, and Inclusion (DEI).
Results: DF (provided by Tokenism) is composed of: 1) internal policies, and processes proforma that would favor the DEI) the so-called Administrative or Internal DF; 2) the conveyance of the DEI in the external communication efforts without ballast, the so-called Communicational or External DF, composed by: 1) Marketing DF when it stimulates the consumption of goods, 2) Institutional DF when it builds or maintains a positive organizational appearance.
Theoretical/methodological contributions: a clear, and up-to-date panorama, a common nomenclature, and theoretical framework about DF that contributes to the appropriation, and consolidation of the research field, and allows guiding communication, and marketing performance to align its communicational efforts in favor of DEI in a coherent, responsible, more effective way, avoiding financial loss, negative media coverage, stakeholder skepticism, and escalating tensions among minority groups.
Relevance/Originality: The theoretical approach combining Façade Theory, and Tokenism contributed to an interdisciplinary theoretical framework that integrates organizational communication phenomena that are distinct and have different nomenclatures but are equally interconnected in the construction of the DF.
Downloads
Referências
Abrahamson, E., & Baumard, P. (2008). What lies behind organizational façades and how organizational façades lie: An untold story of organizational decision making. In The Oxford handbook of organizational decision making. https://doi.org/10.1093/oxfordhb/9780199290468.003.0023
Allen, B. J. (1995). “Diversity” and Organizational Communication. Journal of Applied Communication Research, 23(2), 143–155. https://doi.org/10.1080/00909889509365420
Andreoli, T. P., & Nogueira, A. C. V. (2021). Falsos discursos mercadológicos. Revista Pensamento Contemporâneo Em Administração, 15(2), 69–87. https://doi.org/10.12712/rpca.v15i2.48890
Argenti, P. A., Howell, R. A., & Beck, K. A. (2005). The strategic communication imperative. MIT Sloan Management Review, 46(3), 83–89.
Arsel, Z., Crockett, D., & Scott, M. L. (2022). Diversity, equity, and inclusion (DEI) in the Journal of Consumer Research: A curation and research agenda. Journal of Consumer Research, 48(5), 920–933. https://doi.org/10.1093/jcr/ucab057
Atanga, B. A., Xue, X., & Mattila, A. S. (2022). The impact of Corporate Sociopolitical Activism (CSA) on brand attitude. International Journal of Hospitality Management, 107. https://doi.org/10.1016/j.ijhm.2022.103290
Bacon, L., & Aphramor, L. (2011). Weight science: evaluating the evidence for a paradigm shift. Nutrition Journal, 10(1), 1–13. https://doi.org/10.1186/1475-2891-10-9
Batista, L. L., & Leite, F. G. (2011). O negro nos espaços publicitários brasileiros: perspectivas contemporâneas em diálogo. Escola de Comunicações e Artes, Universidade de São Paulo.
Becker-Olsen, K. L., Cudmore, B. A., & Hill, R. P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46–53. https://doi.org/10.1016/j.jbusres.2005.01.001
Belasen, A. T., & Belasen, A. R. (2019). The strategic value of integrated corporate communication: Functions, social media, and stakeholders. International Journal of Strategic Communication, 13(5), 367–384. https://doi.org/10.1080/1553118X.2019.1661842
Belkania, D. (2019). Corporate social responsibility in controversial industries or how to fail spectacularly. Chinese Business Review, 18(3), 19–24. https://doi.org/10.17265/1537-1506/2019.03.003
Bendl, R., Bleijenbergh, I., Henttonen, E., & Mills, A. J. (2015). The Oxford handbook of diversity in organizations. Oxford University Press. https://doi.org/10.1093/oxfordhb/9780199679805.001.0001
Bennett, N., & Lemoine, G. J. (2014). What a difference a word makes: Understanding threats to performance in a VUCA world. Business Horizons, 57(3), 311–317. https://doi.org/10.1016/j.bushor.2014.01.001
Berliner, D., & Prakash, A. (2015). “Bluewashing” the Firm? Voluntary Regulations, Program Design, and Member Compliance with the United Nations Global Compact. Policy Studies Journal, 43(1), 115–138. https://doi.org/10.1111/psj.12085
Bernstein, R. S., Bulger, M., Salipante, P., & Weisinger, J. Y. (2020). From diversity to inclusion to equity: A theory of generative interactions. Journal of Business Ethics, 167(3), 395–410. https://doi.org/10.1007/s10551-019-04180-1
Bhagwat, Y., Warren, N. L., Beck, J. T., & Watson, G. F. (2020). Corporate Sociopolitical Activism and Firm Value. Journal of Marketing, 84(5), 1–21. https://doi.org/10.1177/0022242920937000
Blanc, R., Cho, C. H., Sopt, J., & Branco, M. C. (2019). Disclosure responses to a corruption scandal: The case of Siemens AG. Journal of Business Ethics, 156(2), 545–561. https://doi.org/10.1007/s10551-017-3602-7
Boiral, O., Heras-Saizarbitoria, I., & Testa, F. (2017). SA8000 as CSR-Washing? The Role of Stakeholder Pressures. Corporate Social Responsibility and Environmental Management, 24(1), 57–70. https://doi.org/10.1002/csr.1391
Boli, J., & Elliott, M. A. (2008). Façade diversity: The individualization of cultural difference. International Sociology, 23(4), 540–560. https://doi.org/10.1177/0268580908090727
Bruhn, M., & Zimmermann, A. (2017). Integrated CSR communications. In Handbook of integrated CSR communication (pp. 3–21). Springer. https://doi.org/10.1007/978-3-319-44700-1_1
Brunsson, N. (2007). The consequences of decision-making. Oxford University Press. ISBN 978–0–19–920628–5 https://doi.org/10.1093/oso/9780199206285.001.0001
Burbano, V. C. (2021). The demotivating effects of communicating a social-political stance: Field experimental evidence from an online labor market platform. Management Science, 67(2), 1004–1025. https://doi.org/10.1287/mnsc.2019.3562
Butler, J. (2020). Reflections on Gender Trouble Thirty Years Later: Reply to Hershatter, Loos, and Patel. In Journal of Asian Studies (Vol. 79, Issue 4, pp. 969–976). Cambridge University Press. https://doi.org/10.1017/S0021911820003654
Cameron, L. (2019). The “good fatty” is a dancing fatty: Fat archetypes in reality television. Fat Studies, 8(3), 259–278. https://doi.org/10.1080/21604851.2019.1549400
Candelon, B., Hasse, J.-B., & Lajaunie, Q. (2021). Esg-washing in the mutual funds industry? from information asymmetry to regulation. Risks, 9(11), 199. https://doi.org/10.3390/risks9110199
Capizzo, L., & Iannacone, J. I. (2023). Citizen brand: The emergence of brandstanding as organizational engagement and civic duty. Public Relations Review, 49(2). https://doi.org/10.1016/j.pubrev.2023.102307
Capriotti, P. (2013). Planificación estratégica de la imagen corporativa (4a. Málaga, España: IIRP-Instituto de Investigación en Relaciones Públicas. ISBN 8434412756.
Carrera, F., & Torquato, C. (2020). Diversitywashing: Brands and their expressive (in) coherences. Comunicacao Midia e Consumo, 17(48), 84–107. https://doi.org/10.18568/CMC.V17I48.2069
Chen, J. M., & Hamilton, D. L. (2015). Understanding Diversity. Personality and Social Psychology Bulletin, 41(4), 586–598. https://doi.org/10.1177/0146167215573495
Cheney, G. (2000). Thinking differently about organizational communication: Why, how, and where? Management Communication Quarterly, 14(1), 132–141. https://doi.org/10.1177/0893318900141006
Cho, C. H., Laine, M., Roberts, R. W., & Rodrigue, M. (2015). Organized hypocrisy, organizational façades, and sustainability reporting. Accounting, Organizations and Society, 40, 78–94. https://doi.org/10.1016/j.aos.2014.12.003
Coombs, W. T., & Holladay, S. J. (2009). Corporate social responsibility: missed opportunity for institutionalizing communication practice? International Journal of Strategic Communication, 3(2), 93–101. https://doi.org/10.1080/15531180902805445
Crisan, C., & Moraru, S. (2014). Corporate Foundations – A Facade or a True Strategic Decision for Social Involvement? An Analysis of Corporative Foundations’ Projects Based on Their Online Communication (pp. 253–272). https://doi.org/10.13140/RG.2.1.1200.3362
Cristobal, C., Del Prado, A. R., Cagampan, A., & Dimaculangan, E. (2022). Brand Activism: Impact of Woke Advertising on the Consumers’ Attitude and Brand Perceptions Towards Purchase Intention. Journal of Business and Management Studies, 4(2), 1–12. https://doi.org/10.32996/jbms.2022.4.2.1
Dalkiliç, O., & Yilmaz, B. (2019). Conceptual framework about tokenism phenomenon in organizations. International Journal of Contemporary Economics and Administrative Sciences, 9(2), 205–231. https://doi.org/10.5281/zenodo.3537908
Davis, J. (2017). Selling whiteness? -A critical review of the literature on marketing and racism. Article in Journal of Marketing Management. https://doi.org/10.1080/0267257X.2017.1395902
de Sousa Arruda, A., & Miklos, J. (2020). O peso e a mídia: estereótipos da gordofobia. LÍBERO, 23(46), 111–126. ISSN 2525-3166.
Delmas, M. A., & Burbano, V. C. (2011). The Drivers of Greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Dhanesh, G. S., & Nekmat, E. (2019). Facts over stories for involved publics: Framing effects in CSR messaging and the roles of issue involvement, message elaboration, affect, and skepticism. Management Communication Quarterly, 33(1), 7–38. https://doi.org/10.1177/0893318918793941
do Prado, L. S., Merlo, E. M., & Ceribeli, H. B. (2010). Responsabilidade social corporativa: um estudo do processo de comunicação dos varejistas brasileiros. Revista Brasileira de Marketing, 9(2), 23–40. https://doi.org/10.5585/remark.v9i2.2142
Dowell E., & Jackson M. (2021). “Woke-Washing” Your Company Won’t Cut. In, Ranjay Gulati, Joseph B. Fuller Deborah Grayson Riegel (Ed.), The Future of Work: The Insights You Need from Harvard Business Review. https://hbr.org/2020/07/woke-washing-your-company-wont-cut-it
Eilert, M., & Nappier Cherup, A. (2020). The Activist Company: Examining a Company’s Pursuit of Societal Change Through Corporate Activism Using an Institutional Theoretical Lens. Journal of Public Policy and Marketing, 39(4), 461–476. https://doi.org/10.1177/0743915620947408
Gaertner, S. L., & Dovidio, J. F. (2005). Understanding and addressing contemporary racism: From aversive racism to the common ingroup identity model. Journal of Social Issues, 61(3), 615–639. https://doi.org/10.1111/j.1540-4560.2005.00424.x
Gent, W. (2017). Tokenism and Cultural (Mis)Recognition in the “Man with the Golden Voice.” Howard Journal of Communications, 28(3), 217–233. https://doi.org/10.1080/10646175.2016.1270859
Ginder, W., Kwon, W. S., & Byun, S. E. (2021). Effects of Internal–External Congruence-Based CSR Positioning: An Attribution Theory Approach. Journal of Business Ethics, 169(2), 355–369. https://doi.org/10.1007/s10551-019-04282-w
Goffman, E. (2004). Estigma: notas sobre a manipulação da identidade. In Tradução: Mathias Lambert. ISBN : 8521612559
Goodley, D. (2014). Dis/ability studies: Theorising disablism and ableism. Dis/Ability Studies: Theorising Disablism and Ableism, 1–204. https://doi.org/10.4324/9780203366974
Gulbrandsen, I. T., Just, S. N., & Uldam, J. (2022). S (t) imulating resistance: Corporate responses to the Trump presidency. Organization, 29(1), 106–128. https://doi.org/10.1177/135050842093922
Hall, S. (2003). The whites of their eyes. Gender, Race and Class in Media: A Text-Reader, 89–93.
Hallahan, K., Holtzhausen, D., Van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3–35. https://doi.org/10.1080/15531180701285244
Harris, T. M. (2020). Dismantling the Trifecta of Diversity, Equity, and Inclusion: The Illusion of Heterogeneity. In Confronting Equity and Inclusion Incidents on Campus (pp. 34–55). Routledge. ISBN 9780429264825
Heras‐Saizarbitoria, I., Urbieta, L., & Boiral, O. (2022). Organizations’ engagement with sustainable development goals: From cherry‐picking to SDG‐washing? Corporate Social Responsibility and Environmental Management, 29(2), 316–328. https://doi.org/10.1002/csr.2202
Hogg, M., & Vaughan, G. (2009). Essentials of social psychology. Pearson Education. ISBN 978-0-13-206932-8
Ji, Y. G., Tao, W., & Rim, H. (2022). Theoretical insights of CSR research in communication from 1980 to 2018: A bibliometric network analysis. Journal of Business Ethics, 177(2), 327–349. https://doi.org/10.1007/s10551-021-04748-w
Judd, K., & McKinnon, M. (2021). A Systematic Map of Inclusion, Equity and Diversity in Science Communication Research: Do We Practice What We Preach? Frontiers in Communication, 208. https://doi.org/10.3389/fcomm.2021.744365
Kanter, R. M. (1977). Some Effects of Proportions on Group Life: Skewed Sex Ratios and Responses to Token Women. American Journal of Sociology, 82(5), 965–990. https://doi.org/10.1007/978-1-4684-4754-5_5
Kapitan, S., Kemper, J. A., Vredenburg, J., & Spry, A. (2022). Strategic B2B brand activism: Building conscientious purpose for social impact. Industrial Marketing Management, 107, 14–28. https://doi.org/10.1016/j.indmarman.2022.09.015
Kollen, T. (2021). Diversity management: A critical review and agenda for the future. Journal of Management Inquiry, 30(3), 259–272. https://doi.org/10.1177/1056492619868025
Kozinets, R. V, & Jenkins, H. (2021). Consumer movements, brand activism, and the participatory politics of media: A conversation. Journal of Consumer Culture. https://doi.org/10.1177/14695405211013993
Kunsch, M. M. K. (2014). Comunicação Organizacional: contextos, paradigmas e abrangência conceitual. Matrizes, 8(2), 35–61. https://doi.org/10.11606/issn.1982-8160.v8i2p35-61
Laws, J. L. (1975). The psychology of tokenism: An analysis. Sex Roles, 1(1), 51–67. https://doi.org/10.1007/BF00287213
Lee, S. Y., & Chung, S. (2022). Publics’ Views of Corporate Social Advocacy Initiatives: Exploring Prior Issue Stance, Attitude Toward a Company, and News Credibility. Management Communication Quarterly. https://doi.org/10.1177/08933189221105808
Leite, F., & Batista, L. L. (2019). Publicidade antirracista: reflexões, caminhos e desafios. São Paulo: ECA-USP. https://doi.org/10.11606/9788572052627
Lin-Hi, N., & Müller, K. (2013). The CSR bottom line: Preventing corporate social irresponsibility. Journal of Business Research, 66(10), 1928–1936. https://doi.org/10.1016/j.jbusres.2013.02.015
Liu, B. F., & Pompper, D. (2012). The crisis with no name: Defining the interplay of culture, ethnicity, and race on organizational issues and media outcomes. Journal of Applied Communication Research, 40(2), 127–146. https://doi.org/10.1080/00909882.2012.654499
Lupton, D. (2017). Digital media and body weight, shape, and size: An introduction and review. Fat Studies, 6(2), 119–134. https://doi.org/10.1080/21604851.2017.1243392
Macellari, M., Yuriev, A., Testa, F., & Boiral, O. (2021). Exploring bluewashing practices of alleged sustainability leaders through a counter-accounting analysis. Environmental Impact Assessment Review, 86, https://doi.org/10.1016/j.eiar.2020.106489
MacLean, T., Litzky, B. E., & Holderness, D. K. (2015). When Organizations Don’t Walk Their Talk: A Cross-Level Examination of How Decoupling Formal Ethics Programs Affects Organizational Members. Journal of Business Ethics, 128(2), 351–368. https://doi.org/10.1007/s10551-014-2103-1
Maier, C. D., & Ravazzani, S. (2019). Bridging diversity management and CSR in online external communication. Corporate Communications: An International Journal. https://doi.org/10.1108/CCIJ-01-2018-0015
Maiorescu-Murphy, R. (2020). Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement. Palgrave Macmillan. https://doi.org/10.1007/978-3-030-29944-6
Maiorescu-Murphy, R. D. (2022). Business-centered versus socially responsible corporate diversity communication. An assessment of stakeholder (dis) agreement on Twitter. Public Relations Review, 48(1). https://doi.org/10.1016/j.pubrev.2021.102138
Manfredi-Sánchez, J.-L. (2019). Brand activism. Communication & Society, 32(4), 343-359. https://doi.org/10.15581/003.32.37294
Marchia, J., & Sommer, J. M. (2019). (Re)defining heteronormativity. Sexualities, 22(3), 267–295. https://doi.org/10.1177/1363460717741801
Martin, S. R., & Côté, S. (2019). Social Class Transitioners: Their Cultural Abilities and Organizational Importance. Academy of Management Review, 44(3), 618–642. https://doi.org/10.5465/amr.2017.0065
Martins, G. D. A., & Theóphilo, C. R. (2009). Metodologia da investigação cientifica. São Paulo: Atlas, 143–164. ISBN: 9788522455683
McInroy, L. B., & Craig, S. L. (2016). Perspectives of LGBTQ emerging adults on the depiction and impact of LGBTQ media representation. Journal of Youth Studies, 20(1), 32–46. https://doi.org/10.1080/13676261.2016.1184243
McMahan, P., & McFarland, D. A. (2021). Creative Destruction: The Structural Consequences of Scientific Curation. American Sociological Review, 86(2), 341–376. https://doi.org/10.1177/0003122421996323
Michelon, G., Pilonato, S., Ricceri, F., & Roberts, R. W. (2016). Behind camouflaging: traditional and innovative theoretical perspectives in social and environmental accounting research. Sustainability Accounting, Management and Policy Journal. https://doi.org/10.1108/SAMPJ-12-2015-0121
Mirzaei, A., Wilkie, D. C., & Siuki, H. (2022). Woke brand activism authenticity or the lack of it. Journal of Business Research, 139, 1–12. https://doi.org/10.1016/j.jbusres.2021.09.044
Moorman, C. (2020). Commentary: Brand Activism in a Political World. Journal of Public Policy & Marketing, 39(4), 388–392. https://doi.org/10.1177/0743915620945260
Muethel, M. (2013). Accepting global leadership responsibility: How leaders react to corporate social irresponsibility. Organizational Dynamics, 42(3), 209–216. https://doi.org/10.1016/j.orgdyn.2013.06.006
Mukherjee, S., & Althuizen, N. (2020). Brand activism: Does courting controversy help or hurt a brand? International Journal of Research in Marketing, 37(4), 772–788. https://doi.org/10.1016/j.ijresmar.2020.02.008
Munshi, D., & Kurian, P. (2005). Imperializing spin cycles: A postcolonial look at public relations, greenwashing, and the separation of publics. Public Relations Review, 31(4), 513–520. https://doi.org/10.1016/j.pubrev.2005.08.010
Nalick, M., Josefy, M., Zardkoohi, A., & Bierman, L. (2016). Corporate sociopolitical involvement: A reflection of whose preferences? Academy of Management Perspectives, 30(4), 384–403. https://doi.org/10.5465/amp.2015.0033
Naumovska, L., & Purcarea, I. (2021). The fall of sexism and the rise of feminism in advertising: brands advocating social justice and gender equality. 2nd Global Conference on Women’s Studies, Berlin-Germany. https://www.doi.org/10.33422/2nd.womensconf.2021.06.315
Nguyen, H. N., & Nguyen, T. B. (2021). Sense of online betrayal, brand hate, and outrage customers’ anti-brand activism. Innovative Marketing, 17(4), 75.
http://dx.doi.org/10.21511/im.17(4).2021.07
Nystrom, P. C., & Starbuck, W. H. (1984). Organizational Facades. Academy of Management Proceedings, 1984(1), 182–185. https://doi.org/10.5465/ambpp.1984.4978761
Oliveira, E. R., & Abreu, N. R. (2020). The challenge of brand building: Proposal of a model. REMark, 19(2), 470. https://doi.org/10.5585/remark.v19i2.17778
Overton-de Klerk, N., & Verwey, S. (2013). Towards an emerging paradigm of strategic communication: Core driving forces. Communication, 39(3), 362–382. https://doi.org/10.1080/02500167.2013.837626
Parcha, J. M., & Kingsley Westerman, C. Y. (2020). How corporate social sures affects attitude change toward controversial social issues. Management Communication Quarterly, 34(3), 350–383. https://doi.org/10.1177/0893318920912196
Park, Y. W., Voss, G. B., & Voss, Z. G. (2022). Advancing customer diversity, equity, and inclusion: Measurement, stakeholder influence, and the role of marketing. Journal of the Academy of Marketing Science, 1–24. https://doi.org/10.1007/s11747-022-00883-6
Pasirayi, S., Fennell, P. B., & Follmer, K. B. (2022). # Activism: Investor Reactions to Corporate Sociopolitical Activism. Business & Society. https://doi.org/10.1080/13504851.2023.2211327
Paul, J., & Criado, A. R. (2020). The Art of writing literature review: What do we know and what do we need to know?. International Business Review, 29(4). https://doi.org/10.1016/j.ibusrev.2020.101717
Perks, K. J., Farache, F., Shukla, P., & Berry, A. (2013). Communicating responsibility-practicing irresponsibility in CSR advertisements. Journal of Business Research, 66(10), 1881–1888. https://doi.org/10.1016/j.jbusres.2013.02.009
Podoshen, J. S., Ekpo, A. E., & Abiru, O. “Toni.” (2021). Diversity, tokenism, and comic books: Crafting better strategies. Business Horizons, 64(1), 131–140. https://doi.org/10.1016/j.bushor.2020.10.006
Pope, S., & Wæraas, A. (2016). CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique. Journal of Business Ethics, 137(1), 173–193. https://doi.org/10.1007/s10551-015-2546-z
Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard Business Review, 84(12), 78–92. https://doi.org/10.1108/sd.2007.05623ead.006
Powroznik, K. M. (2017). Healthism and Weight-Based Discrimination. Work and Occupations, 44(2), 139–170. https://doi.org/10.1177/0730888416682576
Pöyry, E., & Laaksonen, S.-M. (2022). Opposing brand activism: triggers and strategies of consumers’ antibrand actions. European Journal of Marketing, 56(13), 261–284. https://doi.org/10.1108/EJM-12-2020-0901
Richard, N. T., & Wright, S. C. (2010). Advantaged group members’ reactions to tokenism: Group Processes & Intergroup Relations, 13(5), 559–569. https://doi.org/10.1177/1368430210362227
Rivaroli, S., Spadoni, R., & Bregoli, I. (2022). What Grounds Our Loyalty towards “Authentic Brand Activism” of a Sustainable Food Brand? Sustainability, 14(12), 7341. https://doi.org/10.3390/su14127341
Roberson, Q. M. (2013). The Oxford handbook of diversity and work. OUP USA. https://doi.org/10.1093/oxfordhb/9780199736355.001.0001
Rothmann, J. (2013). “Send in the (gay) clowns”: Will & Grace and Modern Family as’ sensibly queer’. Acta Academica, 45(4), 40–83. https://doi.org/10.38140/aa.v45i4.1418
Ruiz-Mesa, K. (2022). ‘We’re talking about race!:’ communicative practices of chief diversity officers. Journal of Applied Communication Research, 50(3), 309–326. https://doi.org/10.1080/00909882.2022.2083432
Sailer, A., Wilfing, H., & Straus, E. (2022). Greenwashing and Bluewashing in Black Friday-Related Sustainable Fashion Marketing on Instagram. Sustainability, 14(3), 1494. https://doi.org/10.3390/su14031494
Santos, R. M. (2018). Evolution of Afro-descendant representation in print advertising between 2001 and 2015 and Estatuto da Igualdade Racial de 2010: A Systematic Review. Brasiliana: Journal for Brazilian Studies, 6(2), 105–141. https://doi.org/10.25160/bjbs.v6i2.97133
Sarkar, C., & Kotler, P. (2021). Brand Activism: From Purpose to Action. IDEA BITE PRESS. ISBN: 1734244119
Sayogo, D. S., Jarman, H., Andersen, D. F., & Luciano, J. S. (2016). Labeling, Certification, and Consumer Trust (pp. 67–88). https://doi.org/10.1007/978-3-319-27823-0_4
Shetty, A. S., Venkataramaiah, N. B., & Anand, K. (2019). Brand activism and millennials: an empirical investigation into the perception of millennials towards brand activism. Problems and Perspectives in Management, 17(4), 163.
http://dx.doi.org/10.21511/ppm.17(4).2019.14
Sibai, O., Mimoun, L., & Boukis, A. (2021). Authenticating brand activism: Negotiating the boundaries of free speech to make a change. Psychology & Marketing, 38(10), 1651–1669. https://doi.org/10.1002/mar.21477
Skarmeas, D., & Leonidou, C. N. (2013). When consumers doubt, watch out! The role of CSR skepticism. Journal of Business Research, 66(10), 1831–1838. https://doi.org/10.1016/j.jbusres.2013.02.004
Small, F., Mehmet, M., & Miles, M. P. (2019). Applying a causal ambush marketing framework to social media: The ‘Pleasure is Diverse’ campaign and the Australian marriage amendment. Australasian Marketing Journal, 27(3), 149–157. https://doi.org/10.1016/j.ausmj.2019.06.001
Smith, M. (2015). Where has she been and where is she going: The evolutionary portrayal of Black women in print advertising from the 1960s to 2000s. Southern Illinois University Carbondale.
Sobande, F. (2020). Woke-washing: “intersectional” femvertising and branding “woke” bravery. European Journal of Marketing, 54(11), 2723–2745. https://doi.org/10.1108/EJM-02-2019-0134
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S. (2021). Is Femvertising the new greenwashing? Examining corporate commitment to gender equality. Journal of Business Ethics, 1–15. https://doi.org/10.1007/s10551-021-04755-x
Suresh, M. sai. (2020). Diversity, Equity, and Inclusion in Higher Education: A Reality or a Façade?
Testa, F., Boiral, O., & Heras-Saizarbitoria, I. (2018). Improving CSR performance by hard and soft means: The role of organizational citizenship behaviors and the internalization of CSR standards. Corporate Social Responsibility and Environmental Management, 25(5), 853–865. https://doi.org/10.1002/csr.1502
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a Methodology for Developing Evidence-Informed Management Knowledge by Means of Systematic Review* Introduction: the need for an evidence- informed approach. British Journal of Management, 14, 207–222. https://doi.org/10.1111/1467-8551.00375
Unerman, J. (2008). Strategic reputation risk management and corporate social responsibility reporting. Accounting, Auditing & Accountability Journal. https://doi.org/10.1108/09513570810863941
Viererbl, B., & Koch, T. (2022). The paradoxical effects of communicating CSR activities: Why CSR communication has both positive and negative effects on the perception of a company’s social responsibility. Public Relations Review, 48(1). https://doi.org/10.1016/j.pubrev.2021.102134
Villagra, N., Clemente-Mediavilla, J., López-Aza, C., & Sánchez-Herrera, J. (2021). When polarization hits corporations: the moderating effect of political ideology on corporate activism. Profesional de La Información (EPI), 30(6). https://doi.org/10.3145/epi.2021.nov.02
Villagra, N., Monfort, A., & Méndez-Suárez, M. (2021). Firm value impact of corporate activism: Facebook and the stop hate for profit campaign. Journal of Business Research, 137, 319–326. https://doi.org/10.1016/j.jbusres.2021.08.052
Villagra, N., Sanchez, J., Clemente, J., & Pintado, T. (2022). Deconstructing corporate activism: a consumer approach. Journal of Management & Organization, 1–15. https://doi.org/10.1017/jmo.2022.70
Vredenburg, J., & Kapitan, S. (2018). Woke washing: What happens when marketing communications don’t match corporate practice. Openrepository.Aut.Ac.Nz.
Vredenburg, J., Kapitan, S., Spry, A., & Kemper, J. A. (2020). Brands Taking a Stand: Authentic Brand Activism or Woke Washing? Journal of Public Policy & Marketing, 39(4), 444–460. https://doi.org/10.1177/0743915620947359
Walker, K. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357–387. https://doi.org/10.1057/crr.2009.26
Warren, D. E. (2022). “Woke” Corporations and the Stigmatization of Corporate Social Initiatives. Business Ethics Quarterly, 32(1), 169–198. https://doi.org/10.1017/beq.2021.48
Watson, T. N. (2020). A seat at the table: examining the impact, ingenuity, and leadership practices of Black women and girls in PK-20 contexts. Journal of Educational Administration and History, 52(3), 241–243. https://doi.org/10.1080/00220620.2020.1789078
Worthen, M. G. F. (2016). Hetero-cis–normativity and the gendering of transphobia. International Journal of Transgenderism, 17(1), 31–57. https://doi.org/10.1080/15532739.2016.1149538
Wright, S. C. (2001). Restricted intergroup boundaries: Tokenism, ambiguity, and the tolerance of injustice.
Yoder, J. D. (1991). Rethinking Tokenism: Looking Beyond Numbers. Gender & Society, 5(2), 178–192. https://doi.org/10.1177/089124391005002003
Yoder, J. D. (1994). Looking beyond numbers: The effects of gender status, job prestige, and occupational gender-typing on tokenism processes. Social Psychology Quarterly, 150–159. https://doi.org/10.2307/2786708
Zerfass, A., Verčič, D., Nothhaft, H., & Werder, K. P. (2018). Strategic communication: Defining the field and its contribution to research and practice. International Journal of Strategic Communication, 12(4), 487–505. https://doi.org/10.1080/1553118X.2018.1493485
Downloads
Publicado
Como Citar
Edição
Seção
Licença
Copyright (c) 2025 Roberto Santos, Valmir Martins de Oliveira

Este trabalho está licenciado sob uma licença Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Resumo 114
- PDF (English) 109