In/out of the closet: the confluence of queer identity management, perceived brand identity and consumer advocacy

Purpose Embedded in social identity theory, this study aims to assess how micro-affirmations/aggressions experienced by LGBTQ+ consumers affect their identity management, with consequences for perceived LGBTQ+ brand identity, consumer brand advocacy and purchase intention. Design/methodology/approach A three-study sequential explanatory mixed-methods design was adopted. Study 1 (quantitative, n = 403) evaluates the direct effects of micro-affirmations/aggressions on identity management and on consumer brand advocacy and purchase intentions. Study 2, involving in-depth interviews with ten LGBTQ+ American consumers, further explores these relationships. Study 3 (quantitative, n = 433) evaluates the mediating effects of perceived LGBTQ+ brand identity between identity management and consumer brand advocacy/purchase intention. Findings Study 1 highlights micro-affirmations prompt identity integration, while micro-aggressions did not lead to identity passing. Identity management strategies of integration and passing increase consumer brand advocacy but reduce purchase intention. Study 2 demonstrates brands supporting the LGBTQ+ communities help express one’s identity in multiple ways. Interactions with such brands through advocacy may increase purchase intention by reducing apathy. Study 3 highlights the positive mediating effects of perceived LGBTQ+ brand identity on the relationship between identity integration and consumer brand advocacy. Research limitations/implications All samples are from American LGBTQ+ consumers, requiring results to be tested on those from more oppressive environments. Future research should examine how identity management impacts other brand concepts, such as authenticity, attachment and personality, based on brand type. Practical implications Brands should construct a LGBTQ+ brand identity and encourage consumer brand advocacy as these factors inform purchase intentions. Brands should consider how they integrate LGBTQ+ symbolism credibly over time and across the brand’s various touchpoints including its partnerships. Brands could also create shareable content or competitions that rely on sharing experiences around the brand. Originality/value Marketing studies assume an LGBTQ+ orientation predisposes consumers to integrate their LGBTQ+ identity. In contrast, this study demonstrates nuances in identity management emerging from the stigmatized nature of LGBTQ+ identities that can shape brand advocacy and purchase intention. Accordingly, LGBTQ+ consumers can hide their orientation while advocating for brands that support LGBTQ+ communities. This study highlights the role of micro-aggressions/affirmations in these relationships.