Empowered by representation: How plus‐size models create brand evangelists

Abstract Traditional beauty standards are evolving as brands embrace diversity and equity through inclusive communication strategies. This paradigm shift is evident in the transition from stereotypical slender models to the inclusion of more diverse plus‐size models in brand communication. However, an important question arises: Does the presence of a plus‐size model in an advertisement enhance consumer support for a brand? The present research encompasses six studies, including one field study and five experimental studies, that delve into the relationship between models' body size and brand evangelism. The findings demonstrate that featuring a plus‐size model in an advertisement enhances brand evangelism among consumers. Further, consumer empowerment is the underlying mechanism driving this effect. Finally, this research identifies the moderating role of empathy such that consumers with higher levels of empathy experience a heightened sense of empowerment through inclusive brand communication. By illuminating these dynamics, this research contributes to the growing literature of diversity, equity, and inclusion in brand communication.