Journal of Brand Management

, Volume 18, Issue 1, pp 79–96

Consumer racial profiling in retail environments: A longitudinal analysis of the impact on brand image

  • Jeremy J Sierra
  • Robert S Heiser
  • Jerome D Williams
  • Harry A Taute
Original Article

DOI: 10.1057/bm.2010.24

Cite this article as:
Sierra, J., Heiser, R., Williams, J. et al. J Brand Manag (2010) 18: 79. doi:10.1057/bm.2010.24

Abstract

Retailers invest substantial resources developing and managing their brand; however, the challenge of upholding an established image becomes problematic during times of adverse publicity. Although practitioners and scholars agree that publicity about unethical business practices tarnishes brand image, research examining the extent and duration of the image shift from negative publicity in retail and brand management contexts is scant. Using latent difference scores to analyze longitudinal data (N=152 and N=145, respectively), this research investigates consumer immediate and short-term brand responses when exposed to video vignettes depicting consumer racial profiling (CRP) (that is, when retailers treat consumers differently based on race/ethnicity as a means to curtail shoplifting); in doing so, we examine how personal moral philosophy and marketing communications affect changes in brand image over time. The results indicate that CRP has a temporary negative effect on consumers’ image of the retail brand; however, the rate of image recovery varies with exposure to marketing communication and personal moral philosophy. By exploring the effects of marketing communications and personal moral philosophy on brand image changes over time, this research offers meaningful insight into understanding how brand image perceptions are affected by CRP.

Keywords

brand image brand management longitudinal analysis racial profiling retailing 

Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2010

Authors and Affiliations

  • Jeremy J Sierra
    • 1
  • Robert S Heiser
  • Jerome D Williams
  • Harry A Taute
  1. 1.Department of MarketingMcCoy College of Business Administration, Texas State University – San MarcosSan MarcosUSA

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