Forthcoming content

Each volume of Journal of Cultural Marketing Strategy consists of two biannual 100-page issues.

A selection of peer-reviewed articles scheduled for publication in the new volume, Volume 3 - Journal of Cultural Marketing Strategy includes:

  • Hedonic and utilitarian motivations for coffee consumption: Comparing Hispanic and Asian coffee drinkers in the USA
    Xiang Tang, Associate Research Analyst, Edelman Intelligence, Dr Sindy Chapa, Director of the Center for Hispanic Marketing Communication, Florida State University, Sean Sawicki, Florida State University and Maria Bayona
  • Board governance diversity in the insurance industry: Best practices recommended by the Alliance for Diversity in Corporate Governance
    Michael G. Keeley, President and CEO, MGK Risk and Insurance Services, Inc
  • Multinational corporations: To change or not to change — that is the question
    Arthur King Ma, Founder and Owner, A Group, Inc
  • Transculturalism and its effects on the internationalisation of markets: A conceptual framework
    Constantine G. Polychroniou, Professor, International Business & Marketing, Lindner College of Business, University of Cincinnati
  • Retailing amid regulation and religion: The unique cultural challenges and opportunities facing market ventures in Saudi Arabia
    Byoungho Jin, Putman and Hayes Distinguished Professor, University of North Carolina, Moudi O. Almousa, Associate Professor of Apparel Marketing, King Saud University and Naeun Kim, University of North Carolina
  • Developing Native American small business strategy through experiential learning
    Agnes J. Otjen, Professor of Marketing, Montana State University
  • Texas millennials and their smartphones: A uses and gratifications study
    Kenton T. Wilkinson, Thomas Jay Harris Regents Professor in Hispanic & International Communication, Texas Tech University and Magdalena Saldaña, Assistant Professor, Pontificia Universidad Católica de Chile
  • Still waiting for Olivia Pope and Wonder Woman: An event data analysis on the effects of emotional contagion in movies starring women and actors of colour
    Tyrha M. Lindsey-Warren, Clinical Assistant Professor of Marketing, Baylor University and Serda Yayla, Assistant Professor of Marketing, Albion College
  • Does a culture of innovation drive business results?
    James R. Gregory, Chairman, Tenet Partners, Ronald K. Satterfield, University of South Florida and Brad Puckey, Partner and Director, CoreBrand Analytics - Tenet Partners

A selection of the peer-reviewed articles, research studies, interviews and reviews published in Volume 2 includes:

  • Editorial
    Dr Jake Beniflah, Editor, Journal of Cultural Marketing Strategy and Executive Director, Center for Multicultural Science
  • The Conceptualization and Measurement of Bidimensional Multigroup Ethnic Identity: A Pilot Study among U.S. Hispanics
    Dr Jake Beniflah, Editor, Journal of Cultural Marketing Strategy and Executive Director, Center for Multicultural Science
  • Can a total market ad strategy appeal to multiple ethnic groups?
    Kartik Pashupati, Partner, Pushkart Consulting; Andy Ellis, Communications Consultant; David Morse, President/CEO of New American Dimensions, LLC
  • Empathy in Action: Moving Toward Patient-Centric Care for Multicultural Type 2 Diabetes Patients
    Jennifer Strassburger, Senior Director and Global Practice Head of Pharma/Healthcare at Clear; Stephanie Herold, Director and Practice Head of Cultural Insight at Clear; Aaron Villa – Director of Pharma/Healthcare at Clear
  • The Mexican American Middle-Class: How Heterogeneity in Class Backgrounds Affects Integration Experiences
    Jody Agius Vallejo, Associate Professor of Sociology and American Studies and Ethnicity, University of Southern California
  • Are future business professionals ready for multicultural marketing? An empirical investigation
    Dr. Sonja Martin Poole, Assistant Professor of Marketing, University of San Francisco; Dr. Ja’Nina Walker, Assistant Professor, Department of Psychology, University of San Francisco
  • Interview: The Future has Arrived: Targeting the Multicultural Population is a Proven Growth Strategy
    Javier Farfan, VP of Marketing, Verizon Wireless
  • Linking Loyalty Program to Cross-cultural Marketing Strategy: Implications for U.S. Hispanic Consumers
    Wootae Chun, Assistant Professor of Marketing, University of Northern British Columbia (UNBC), Canada
  • Measuring Brand Loyalty among the U.S. Hispanic Population: A Within-Group Study in the Carbonated Soft Drink (CSD) Category
    Dr. Neleen Leslie, Visiting Assistant Professor Marketing, Monte Ahuja College of Business, Cleveland State University; Jake Beniflah, Executive Director, Center for Multicultural Science
  • Designing cultural products for Asian-American consumers: A conceptual framework
    Yuna Kim, Assistant Professor of Marketing, Mihaylo College of Business and Economics, California State University; Steven Chen, Associate Professor of Marketing, Mihaylo College of Business and Economics, California State University
  • Emotionality differences between a native and foreign language: Implications for cultural marketing strategies
    Dr Catherine Caldwell-Harris, Associate Professor at Boston University and Dr Ayse Aycicegi-Dinn, Chairperson of the Department of Psychology, Istanbul 29 Mayis University

Articles published in the the inaugural volume of Journal of Cultural Marketing Strategy include:

  • Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis
    Edward Staples, Director, Client Relationships, and Tiama HD Fowler, Director, Product Marketing, Lightspeed GMI
  • Improving Hispanic TV audience measurement: A media viewership study across three Hispanic generational levels
    Jake Beniflah, Executive Director, Center for Multicultural Science and Brian Hughes, SVP, Audience Analytics Business Lead, Magna Global
  • Consumer neuroscience: A method for optimizing marketing communication
    Michael E. Smith, Vice President, Consumer Neuroscience Solutions, Julia Trabulsi, Global Production Support Manager, Consumer Neuroscience Solutions and Manuel Garcia-Garcia, Neuroscience Director, Nielsen
  • Measuring the multimedia behaviors of the multicultural population
    David Horowitz, CEO, Horowitz and Partners
  • Moving beyond basic localization: Culturally customizing digital content
    Nitish Singh, Associate Professor, Wootae Chun, Associate Professor and Mamoun Benmamoun, Associate Professor, Saint Louis University
  • The effect of culture on the brand loyalty of ethnic groups in the USA
    Neleen Leslie, Immediate-Past President (Ex Officio), National Association of Graduate-Professional Students
  • The importance of the analytic approach to the multi-group ethnic identity measure in the study of Hispanic media behavior
    Ricardo Villarreal, Associate Professor, University of San Francisco and Shelley Blozies, Associate Professor of Psychology, UC Davis
  • Estimating the economic value of the multicultural consumer in independent retail channel
    Jake Beniflah, Executive Director, Center for Multicultural Science and Isabel Valdes, President, Isabel Consulting
  • The diversity of diversity
    Doug Alligood, EVP, Horizontal Markets and Chairman, Diversity Council, BBDO
  • The effect of cultural dimensions on brand loyalty of consumers in the United States
    Neleen S. Leslie, Multicultural Marketing Communications Researcher, Center for Hispanic Marketing Communication, Florida State University
  • The potential effect of cultural priming on the effectiveness of cultural value adaptation in advertising
    J.M.A. Hornikx, Assistant ProfessorJos Hornikx, Department of Communication and Information Sciences, Radboud University
  • Programmatic buying in a multicultural society
    Janice Finkle, SVP, Magna Global
  • Creating a culturally optimized path to purchase model for US multicultural shoppers
    John Burn, VP, Multicultural Shopper Lead, Geometry Global
  • Total market: The strategy that will define mainstream marketing
    David Burgos, SVP, Cultural Research Division, TNS
  • An epistemological study of Hispanic marketing from 1979-2015: The need to bridge theory with practice
    Jake Beniflah, Executive Director, Center for Multicultural Science and Sharmila Chatterjee, Academic Head of the Enterprise Management Track, Sloan School of Management, MIT
  • Cultural marketing: Maximizing business effectiveness in a multicultural world
    Marieke De Mooij, Cultural and Anthropological Research Emeritus, University of Navarre
  • How to improve ROI in multicultural marketing: A mixed modeling discussion
    Mebrulin Francisco, Partner, GroupM
  • Where is market research headed in the 21st century?
    David W. Stewart, President's Professor of Marketing and Law, LMU
  • Examining brand loyalty using a multidimensional model among Hispanic, African American and Asian consumers: Hype or real?
    Jake Beniflah, Executive Director, Center for Multicultural Science