PhD Event


Raian Razal - 3rd year PhD presentation

Representing the Rainbow: A Conceptualization of Pride Branding

Info about event


Tuesday 17 January 2023,  at 13:00 - 14:30




Department of Management

Supervisors: Polymeros Chrysochou & Trine S. Johansen
Discussants: Panagiotis Mitkidis & Marco Hubert

Using a theory synthesis approach, this conceptual paper contributes to branding literature by elaborating the linkage between brands and the roots of Pride as a social movement. Our conceptualization broadens the existing brand contexts that tangentially dealt with Pride: activism and LGBTQ+ marketing by leveraging intersectionality and authenticity theories. We conceptualize Pride branding as the brands’ visual, verbal, and value-oriented actions that intersectionally advocate for LGBTQ+ people. This is enabled by the dynamic nature of brand identity, given that consumer identities hold a fluid relationship with their sexual orientation. Finally, we reflect upon the importance of incorporating authenticity throughout the Pride branding journey and open pathways for future research.


Everyone is welcome!