Volume 6 (2021-22)

Each volume of Journal of Cultural Marketing Strategy consists of two biannual issues, published in print and online. Articles scheduled for Volume 6 are available to view on the Forthcoming content page.

The articles published in Volume 6 are listed below.

Volume 6 Number 1

  • Editorial
    Jake Beniflah, Founding Editor, Journal of Cultural Marketing Strategy
  • Showdown in the camera sector: Strategies for an industry in decline
    Gagandeep Singh, Assistant Professor and Jasdeep Singh Walia, Assistant Professor, Mittal School of Business

    The emergence of sophisticated mobile camera technology has created major disruptions for the camera industry. Indeed, incremental improvements in smartphone camera technology over the last decade have prompted a steep decline in the sale of Digital Single Lens Reflex (DSLR) cameras. This study reviews the failure of the DSLR camera industry to counter the threats posed by smartphone cameras by embracing an agile approach to business. The paper proposes a conceptual model that appraises the complex environment of the DSLR camera industry and identifies the factors disrupting existing markets. The model will help businesses in this industry to review the threats posed by the challenger industry and enable them to recognise future market opportunities.
    Keywords: business agility, VUCA, camera technology, DSLR, smartphone cameras

  • Balinese culture: The impact of Tri Kaya Parisudha on personal happiness and life success
    Ni Nyoman Kerti Yasa, Lecturer, Udayana University, et al.

    This study explores how the practice of Tri Kaya Parisudha — a philosophy that encourages positive thoughts, words and deeds — influences personal happiness and ‘life success’ among Balinese Hindus. Based on SEM-PLS path analysis, the results indicate not only that Tri Kaya Parisudha increases personal happiness and life success, but that personal happiness also contributes to life success. This suggests that positive thoughts, words and deeds can indeed have a tangible impact on people’s wellbeing.
    Keywords: Tri Kaya Parisudha, personal happiness, life success, Hindu community, Bali

  • Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport
    Cody T. Havard, Director, Bureau of Sport and Leisure Commerce and Rhema D. Fuller, Associate Professor of Sport Commerce, Kemmons Wilson School, University of Memphis and Yash Padhye, PhD Candidate, University of Northern Colorado

    This study investigates the differences in perceptions of rival brands and out-group members between fans of sport teams and electronic gaming/e-sports. Using the theoretical underpinnings of social identity theory, rivalry, in-group bias and the common in-group model, the authors compare the influence of setting and belonging to multiple in-groups on fandom and rival perceptions in sport and gaming. The study finds that compared with gaming fans and participants, fans of sport teams tend to report stronger negative perceptions of their rival teams and supporters. The study also finds that being a fan of both a sport team and gaming tends to influence more positive perceptions of rival brands and out-group members than being a fan of sport or gaming only. Finally, gamers that use an online platform report more negative perceptions of console platforms than vice versa, and ethnicity presents interesting influence on gaming participants. Implications for marketing professionals along with avenues for future investigation are also discussed.
    Keywords: rivalry, fan and consumer behaviour, out-group derogation, gaming, sport

  • The changing multicultural marketing landscape
    David R. Morse, Adjunct Professor of Marketing Research, Grand Canyon University

    Within the USA, 2020 was a turning point in terms of attitudes toward race, racism and social justice, particularly among whites. After a horrified nation, indeed world, watched the brutal murder of George Floyd at the hands of police officers, and the growing support extended to the Black Lives Matter movement, Americans began to look toward their brands to take on systemic racism and promote the wellbeing of people of colour, as well as the LGBTQ and gender non-binary communities. As companies’ diversity, equity and inclusion initiatives become increasingly visible and important to customers, as well as employees, the business of multicultural marketing is likely to change. This paper examines the evolution of the multicultural marketing industry over the past 25 years, where it is in 2021, and the direction it is likely to go, given an increasing focus on racial equality amid stark attitudinal divisions.
    Keywords: multicultural, marketing, DEI, diversity, equity, inclusion

  • Country-of-origin effects on the brand image of agricultural products in China
    Fan Mo, Associate Professor, School of International Exchange, Guangdong AIB Polytechnic and WeiMing Chee, Associate Professor, City University of Malaysia

    Drawing on the country-of-origin effect, this paper discusses the key levers for developing the regional brand image of agricultural products in order to increase the competitiveness of such products. Building on this, it proposes a model to develop a credible origin and brand image for regional agricultural products. The paper concludes that when constructing regional brand image, one must identify the product’s various advantages, integrate the unique culture and history of the region, and foster collaboration between government, businesses and farmers. In this way, it is possible to drive rapid economic development at a regional level.
    Keywords: country-of-origin effect, agricultural product, regional brand, regional brand image

  • Speculative methods: Conceptualising a theoretical framework for reimagining racism awareness in education
    Trudi L. Perkins, Founder and Chief Executive Officer, Momentum Enterprises

    In the present period of great change, there is a clear need to revisit existing work on anti-racist education. To address this need, this paper proposes a conceptual process for reframing education from a racism awareness stance, giving K-12 educators a more central role in the reshaping of education. By learning different ways of questioning, educators at all levels will be better able to identify new paths to greater individual and collective racial growth.
    Keywords: antiracism, speculative methods, inventive approaches, qualitative research, critical antiracist theory, reframing pedagogy, reimagining education

  • Culturally relevant marketing: Conceptualising a critical pedagogical approach to multicultural marketing strategy
    Valerie L. Williams-Sanchez, Multicultural Marketing Consultant, Valorena Online

    In this era of unprecedented political shifts, the global health pandemic, and social justice awakenings, marketing strategists who look to develop effective marketing strategies must be able to navigate an evolving socio-political landscape and the needs of an increasingly diverse population and marketplace. To meet these needs, this paper proposes a new framework: the culturally relevant marketing strategy. For theorists, pragmatists and practitioners operating in this space, culturally relevant marketing offers important features and benefits. Taking cues from education pedagogy, this hybrid approach integrates traditional marketing strategy with multi-dimensional consumer research, discourse, critical interpretation, and analysis, to facilitate meaningful outcomes. It does this by providing the tools needed to overcome cultural blind spots and social justice tone-deafness in strategic development. This paper considers the market factors at play to present a grounding overview, including what distinguishes it from other branded theories, in order to conceptualise a go-to multicultural marketing strategy approach for right now.
    Keywords: culturally relevant marketing strategy, integrated conscious content, dimensional multicultural strategic planning

  • Where there’s a will, there’s a way: Closing the US multicultural wealth gap with purpose-driven organisations
    Jake Beniflah, Executive Director, The Center for Multicultural Science

    This multidisciplinary paper examines the economic impact of closing the US multicultural wealth gap and proposes a potential solution to solve this problem. It contends that the persistent wealth gap in the country is not only a burden on African American and Hispanic families, but on the US economy more widely. The paper starts by reporting the demographic changes of the last decade and consumer expenditures by ethnicity and race. It then outlines the multicultural wealth gap and calculates the economic impact of Hispanics and African Americans achieving parity on key financial measures. Specifically, the findings suggest that parity in wealth across ethnicity and race could grow the US economy by more than US$8tn. The paper goes on to offer a conceptual, prescriptive model to help reduce the multicultural wealth gap, and proposes that purpose-driven organisations that use ‘purpose’ not just as a starting point but as a raison d’être are better positioned to grow their business in an increasingly diverse society. The paper closes with a discussion of the implications for organisations seeking to balance purpose with performance in the 21st century.
    Keywords: wealth gap, multicultural, Hispanics, African Americans, purpose-driven organisations