Λεπτομέρειες βιβλιογραφικής εγγραφής
| Τίτλος: |
Marketplace Inclusion Across the Consumer Journey: A Five-Stage Framework. |
| Συγγραφείς: |
Wang, Jiaqian (AUTHOR) janewang@nus.edu.sg, Lee, Angela Y. (AUTHOR) |
| Πηγή: |
Journal of Public Policy & Marketing. Jul2026, Vol. 45 Issue 3, p280-282. 3p. |
| Θεματικοί όροι: |
*Customer experience, *Financial inclusion, Social integration |
| Περίληψη: |
The article focuses on developing a comprehensive framework for marketplace inclusion, defined as the extent to which consumers from diverse backgrounds can discover, access, afford, and use products and services with dignity and satisfaction. It proposes a five-dimension model—representational, access, economic, social, and experiential inclusion—mapped across different stages of the consumer journey (prepurchase, purchase, postpurchase) to identify where inclusion succeeds or fails. The framework highlights that inclusion is a process rather than a binary outcome, emphasizing the need for firms and policymakers to address barriers beyond physical access, including representation in marketing, pricing equity, stigma-free interactions, and product functionality. This multidimensional approach offers theoretical refinement, practical diagnostic tools for businesses, and suggests policy expansions beyond current access-focused laws to better protect diverse consumers throughout their marketplace experience. [Extracted from the article] |
|
Copyright of Journal of Public Policy & Marketing is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) |
| Βάση Δεδομένων: |
Business Source Index |