How do historically stigmatized social groups consume strategically when they have
achieved greater recognition, status, and respectability in society? Based on a seven-year …

Destigmatization is a crucial step toward achieving societal equality. Media contribute both
to the stigmatization and destigmatization of various groups. Through a systematic literature …

Marketing theory has twisted and turned with the introduction of many theoretical
innovations. Yet, despite being influenced by various critical perspectives, the general …

Purpose This editorial introduces a special issue of the Journal of Services Marketing,
dedicated to papers discussing the effect of the physical context on customer experience …

We offer a framework to assess marketing activities for their relationship to human rights,
grounded in the recognition that respect for dignity—the inalienable, inherent, and equal …

This study examines the role of emotions and empowerment in the destigmatisation of
disability. We draw on 12 in-depth interviews with professional disabled athletes and a …

Stigma is a discrediting attribute that emerges in social interactions, playing different roles in
different contexts. Several fields (eg, sociology and psychology) have dedicated special …

Societies create material, social, and moral boundaries that define who and what is
dirty.“Dirt” encompasses literal and figurative things—objects, beings, ideas—that transgress …

This article investigates the dynamics of long-term gift exchange between British mothers
and their adult daughters, delving into the processes behind dyadic gift giving. Through 54 …

Brands that seek to serve stigmatized markets are frequently targeted with activism by
stigmatizers who hold discrediting beliefs about the products, practices and/or people …