BRANDS AND DISABILITY INCLUSION: AN INSIGHT TO THE NEW NORMAL
Brand reputation is defined as what people think of brands. When brands associate themselves with disability inclusion this should bring about positive brand reputation which brands seek and thrive on. Brands play powerful roles in society in ensuring that disability inclusion happens through their...
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2021
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/88550/1/PiCCWED12%20-%20Program%20and%20Abstract%20Book%20rev1.pdf http://irep.iium.edu.my/88550/3/BRANDS%20AND%20DISABILITY%20INCLUSION-20Feb2021.pdf http://irep.iium.edu.my/88550/ |
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| Summary: | Brand reputation is defined as what people think of brands. When brands associate themselves with disability inclusion this should bring about positive brand reputation which brands seek and thrive on. Brands play powerful roles in society in ensuring that disability inclusion happens through their embrace of the amalgamation of product, price, place and promotional factors for persons with disabilities (PwDs). Disability inclusion needs to be a more sustainable form of treatment by the society as with inference from the literature, there is always a need for it. Western brands such as ASOS, Starbucks, Apple, Tommy Hilfiger, Marks and Spencer are more prominent brand advocates for disability inclusion through their products offerings for the niche PwD market before the COVID-19 pandemic. The study investigated how brands convey disability inclusion through their marketing communication campaigns. The paper aims to provide recommendations for brands in Malaysia to promote disability inclusion at a par with brands in the West. The question of whether brands are perceived as more ethical when they associate themselves with disability inclusion is raised akin to raising the notion of whether the idea of Fairtrade needs to be expanded or perhaps a new concept needs to be coined altogether when we amalgamate the notions of sustainability, disability and brands in the new normal. |
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