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More than just an attempt to target LGBTQ consumers, brands nowadays promote the inclusion of the LGBTQ community in advertising directed towards the general public. This is part of a phenomenon called ‘brand activism’. It is commonly admitted that advertising is one of the elements that shape the consumers’ perception of a brand. For this reason, the present research aims to discover what dimensions and traits of brand personality, as perceived by consumers, are affected by LGBTQ-themed advertising and what variables can moderate this relationship. A first netnography study helped highlight prominent critiques of LGBTQ-themed advertising. Then, an experiment allowed to test its effect on the different dimensions and traits of brand personality more formally. LGBTQ-themed advertising was found to have quite a positive effect, especially on perceived brand activity and creativity. The belonging of a consumer exposed to an LGBTQ-themed ad to a younger generation was found to be a moderating variable of this relation, as was the belonging of a consumer to the LGBTQ community. Moreover, the use of gay female characters was detrimental to the brand personality but advertising a utilitarian (as opposed to hedonic) product with the same characters softened this effect. In general, the felt targetedness of the consumers, as well as their level of LGBTQ support played a great role in their perception of the brand. Along with other managerial implications, the findings suggest that LGBTQ-themed advertising should feel authentic and therefore probably be backed by tangible actions supporting the community. Plus qu'une simple tentative de cibler les consommateurs LGBTQ, les marques favorisent aujourd'hui l'inclusion de la communauté LGBTQ dans les publicités destinées au grand public. Cela fait partie d'un phénomène appelé "activisme de marque". Il est communément admis que la publicité est l'un des éléments qui façonnent la perception d'une marque par les consommateurs. Pour cette raison, la présente recherche vise à découvrir quelles dimensions et quels traits de la personnalité de la marque, sont affectés par la publicité à thème LGBTQ et quelles variables peuvent modérer cette relation. Une première étude netnographique a permis de mettre en évidence les principales critiques de la publicité à thème LGBTQ. Ensuite, une expérience a permis de tester plus formellement son effet sur les différentes dimensions et traits de la personnalité de la marque. Il s'est avéré que la publicité à thème LGBTQ avait un effet plutôt positif, notamment sur la perception de l'activité et de la créativité de la marque. L'appartenance d'un consommateur exposé à une publicité à thème LGBTQ à une génération plus jeune s'est avérée être une variable modératrice de cette relation, tout comme l'appartenance d'un consommateur à la communauté LGBTQ. En outre, l'utilisation de personnages féminins homosexuels semble nuire à la personnalité de la marque, mais la publicité d'un produit utilitaire (par opposition à hédonique) avec les mêmes personnages semble atténuer cet effet. En général, le ciblage ressenti par les consommateurs, ainsi que leur niveau de soutien à la communauté LGBTQ, ont joué un rôle important dans leur perception de la marque. Outre d'autres implications managériales, les résultats suggèrent que la publicité sur le thème LGBTQ devrait être authentique et donc probablement soutenue par des actions tangibles en faveur de la communauté.

LGBTQ advertising --- brand activism --- brand personality --- authentic brand activism --- LGBTQ support --- homonegativity --- publicité LGBTQ --- activisme de marque --- personnalité de marque --- activisme de marque authentique --- Support LGBTQ --- Homonégativité --- Sciences économiques & de gestion > Marketing

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Als ze maar van me afblijven is een studie naar de motieven van daders van geweld tegen homo's in de hoofdstad.

Homophobia --- Anti-gay bias --- Anti-GLBT bias --- Anti-homosexual bias --- Anti-LGBT bias --- Antigay bias --- Discrimination against gays --- Fear of gays --- Fear of homosexuality --- GLBT bias --- Homonegativity --- Homophobic attitudes --- Homoprejudice --- Lesbophobia --- LGBT bias --- Sexual orientation discrimination --- Gays --- Gay people --- Gay persons --- Homosexuals --- Sexual minorities --- Discrimination --- Phobias --- Heterosexism --- Violence against --- Sociological aspects. --- Persons --- Antihomoseksueel geweld.

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What can straight people do to support gay rights? How much work or sacrifice must allies take on to do their share? Ian Ayres and Jennifer Brown--law professors, activists, husband and wife--propose practical strategies for helping straight men and women advocate for and with the gay community. Straightforward advances a thesis that is at once simple and groundbreaking: to make real progress at the central flashpoints of controversy--marriage rights, employment discrimination, gays in the military, exclusion from the Boy Scouts, and religious controversies over homosexuality--straight as well as gay people need to speak up and act for equality. Ayres and Brown take aim at both the hearts and minds of the general public, focusing on strategies that can change the incentives and therefore the behavior of the recalcitrant. The book is peppered with stories about real people and the decisions they have faced at home, in church, at work, in school, and in politics. It is also filled with creative legal and economic strategies for influencing public and corporate decision-making. For example, Ayres and Brown propose the development of a "fair employment mark" to help companies advertise inclusive employment policies. They also show how a simple pledge to vacation in states that legalize gay marriage can create powerful incentives for legislatures to amend their marriage laws. Engagingly written and sure to spark debate, Straightforward promises to change the way America thinks about--and participates in--the gay rights movement.

Homophobia --- Heterosexuals --- Gay rights --- Anti-gay bias --- Anti-GLBT bias --- Anti-homosexual bias --- Anti-LGBT bias --- Antigay bias --- Discrimination against gays --- Fear of gays --- Fear of homosexuality --- GLBT bias --- Homonegativity --- Homophobic attitudes --- Homoprejudice --- Lesbophobia --- LGBT bias --- Sexual orientation discrimination --- Discrimination --- Phobias --- Heterosexism --- Heterosexual persons --- Straight persons (Sexual orientation) --- Straights (Sexual orientation) --- Persons --- Prevention. --- Attitudes.

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Over haat wordt in deze tijd veel gesproken, maar waar begint en eindigt haat eigenlijk? Er is haat van extremistische moslims tegen het Westen en haat van extreem-rechts tegen de islam en zijn aanhangers. Er is ook vreemdelingenhaat, racisme, antisemitisme en homofobie. Dit boek belicht vooral de haat tegen kwetsbare minderheden. In heldere taal analyseert de auteur de psychische, sociale en culturele aspecten ervan. Tot de motieven waaruit haat kan voortkomen, behoren vooroordelen, wantrouwen, angst en het zoeken van een zondebok. Het gedrag van de hater neigt naar stigmatisering, vernedering, discriminatie en uitsluiting van andere mensen. Vaak loopt haat op geweld uit. Om haat te bestrijden zijn niet alleen wetten en rechtspraak nodig, maar ook betrouwbare informatie, contact met de ander, een sociaal beleid en een vitale democratie

discriminatie --- racisme --- minderheden --- stigmatisering --- Sociology of minorities --- sociale uitsluiting --- Minderheden --- Vreemdelingen --- Discriminatie --- Racisme --- Homophobia --- Racism --- Xenophobia --- Zenophobia --- Bias, Racial --- Race bias --- Race prejudice --- Racial bias --- Anti-gay bias --- Anti-GLBT bias --- Anti-homosexual bias --- Anti-LGBT bias --- Antigay bias --- Discrimination against gays --- Fear of gays --- Fear of homosexuality --- GLBT bias --- Homonegativity --- Homophobic attitudes --- Homoprejudice --- Lesbophobia --- LGBT bias --- Sexual orientation discrimination --- Phobias --- Prejudices --- Anti-racism --- Critical race theory --- Race relations --- Discrimination --- Heterosexism --- Minderheid --- Vreemdeling

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Same-sex marriage --- Homophobia --- 241.64*32 --- Anti-gay bias --- Anti-GLBT bias --- Anti-homosexual bias --- Anti-LGBT bias --- Antigay bias --- Discrimination against gays --- Fear of gays --- Fear of homosexuality --- GLBT bias --- Homonegativity --- Homophobic attitudes --- Homoprejudice --- Lesbophobia --- LGBT bias --- Sexual orientation discrimination --- Discrimination --- Phobias --- Heterosexism --- Gay marriage --- Homosexual marriage --- Lesbian marriage --- Same-sex unions --- Marriage --- Civil unions --- Religious aspects --- Catholic Church. --- Theologische ethiek: homosexualiteit --- Religious aspects&delete& --- Catholic Church