Template-Type: ReDIF-Article 1.0
Author-Name: Liulchak, Zoreslava
Author-Name-First: Zoreslava
Author-Name-Last: Liulchak
Author-Email: tymoshyu@gmail.com
Author-Workplace-Name: Department of Marketing and Logistic, Lviv Polytechnic National University, Ukraine
Author-Name: Ostapenko, Ihor
Author-Name-First: Ihor
Author-Name-Last: Ostapenko
Author-Email: ostapenkoihor47@gmail.com
Author-Workplace-Name: Interregional Academy of Personnel Management, Ukraine
Author-Name: Boiko, Olha
Author-Name-First: Olha
Author-Name-Last: Boiko
Author-Email: olhaboiko15@gmail.com
Author-Workplace-Name: Department of Marketing, Lutsk National Technical University, Ukraine
Author-Name: Kanishchenko, Olena
Author-Name-First: Olena
Author-Name-Last: Kanishchenko
Author-Email: kanish.olena@gmail.com
Author-Workplace-Name: Department of Marketing and Business Administration, Taras Shevchenko National University of Kyiv, Ukraine
Author-Name: Vlasenko, Yurii
Author-Name-First: Yurii
Author-Name-Last: Vlasenko
Author-Email: yuriivlasenko@gmail.com
Author-Workplace-Name: Department of Economic Theory, National University of Life and Environmental Sciences of Ukraine, Ukraine
Title: Inclusive Marketing as a Strategic Tool for Company's Development in a Socially Oriented Economy
Abstract: The objective of this study was to evaluate the influence of brand inclusivity perception indicators on a company's financial performance. Employing correlation, regression, and trend analysis methodologies, the research unveiled that various facets of inclusion manifest in a company's financial outcomes in distinct manners. This phenomenon can be attributed to the impact of multiple stakeholder groups, namely investors, analysts, and consumers. Notably, a critical determinant affecting Market Capitalization is the engagement of ESG investors, who prioritize companies' social initiatives, particularly the perception of the LGBT+ community. The regression coefficient for this indicator is 4.6458. Overall, inclusivity in marketing significantly influences both Revenue and Earnings by enhancing customer loyalty, with regression coefficients of 0.3485 and 0.0393, respectively. Furthermore, Revenue, influenced by the perception of brand authenticity, exhibits a regression coefficient of 0.1207. Additionally, perceptions of racial diversity positively affect the P/E ratio, reflected by a regression coefficient of 2.1058, thereby bolstering market confidence. The findings of this study can serve as a valuable resource for companies, enabling them to devise inclusive marketing strategies that align with their objectives and mission.
Keywords: Inclusive Marketing, Socially-Oriented Economy, Customer Loyalty, Diversity, Market Trust, Company?s Financial Outcomes
Journal: International Review of Management and Marketing
Pages: 202-210
Volume: 15
Issue: 6
Year: 2025
Month: 10
DOI: 10.32479/irmm.20118
File-URL: https://econjournals.com/index.php/irmm/article/download/20118/9345
File-Format: application/pdf
Handle: RePEc:eco:journ3:v:15:y:2025:i:6:id:20118