Bowen, K.T. and Papadopoulou, C. orcid.org/0000-0001-6131-3164 (2025) Diversity at the forefront: Front-line employee diversity effects on luxury fashion brand equity. European Journal of Marketing, 59 (4). pp. 1094-1123. ISSN 0309-0566
Abstract
Purpose
This study aims to investigate how and when frontline employee (FLE) diversity influences brand equity in a luxury fashion brand setting.
Design/methodology/approach
Three experiments test the framework. The first experiment investigates the direct effect of FLE diversity on brand equity, the second explores the mediating mechanism (brand rebelliousness and brand coolness) and the third examines material values as the moderator of these effects.
Findings
Results show that FLE diversity increases luxury fashion brand equity. A serial mediation mechanism explains this effect: FLE diversity drives perceptions of brand rebelliousness, which in turn increases brand coolness and consequently brand equity. Finally, results show that, for consumers high in material values, the effect of brand rebelliousness on brand coolness is weaker.
Research limitations/implications
This paper identifies a blind spot in luxury management diversity practices: FLEs. Findings highlight an effective strategy for luxury brands to enhance their brand equity and contribute to a deeper understanding of a dynamic consumer environment.
Practical implications
Findings suggest that luxury fashion brands must urgently improve their diversity efforts, as consumers value FLE diversity and evaluate such brands more favourably. The findings are particularly relevant to brands aiming to target modern consumers, who place greater value on diversity and social responsibility.
Originality/value
This study bridges the gap between management and marketing studies on diversity, uncovering a previously overlooked link between FLE diversity and brand equity. Furthermore, this work acknowledges the importance of intersectionality and concurrently tests multiple dimensions of diversity on brand equity.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | This is an author produced version of an article published in the European Journal of Marketing, made available under the terms of the Creative Commons Attribution License (CC-BY), which permits unrestricted use, distribution and reproduction in any medium, provided the original work is properly cited. |
Keywords: | Luxury, Diversity, Brand Equity, Frontline Employees, Fashion Ethics |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 27 Feb 2025 14:26 |
Last Modified: | 25 Mar 2025 15:20 |
Published Version: | https://www.emerald.com/insight/content/doi/10.110... |
Status: | Published |
Publisher: | Emerald |
Identification Number: | 10.1108/EJM-02-2023-0093 |
Sustainable Development Goals: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:223763 |