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LIMITS TO CULTURAL CELEBRATION: EFFECTS OF CULTURAL APPROPRIATION ON CONSUMER BEHAVIOR

Salvetti Falla, Valeria
(2021)

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SALVETTI_46501900_2021.pdf
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Details

Supervisors
Natalie Truong
Faculty
Louvain School of Management
Degree label
Master [120] en sciences de gestion, à finalité spécialisée
Abstract
Recently, the fashion and luxury industry has received considerable backlash from cultural appropriation. However, some brands have succeeded at leveraging the effects of the phenomenon as a cultural collaboration. When does cultural appropriation lead to a bad brand attitude? Supported by the literature about cultural appropriation and cultural co-branding in the fashion industry, this study examines the moderation effect of ethnic congruency on the perception of cultural appropriation with a focus on Colombian culture. The results show no significant effect on ad evaluation, brand evaluation, and purchase intention, and are discussed based on the findings.