Volume 1 (2015-16)

Each volume of Journal of Cultural Marketing Strategy consists of two biannual issues. The articles published in Volume 1 are:

Volume 1 Number 2

  • Editorial
    Dr Jake Beniflah, Editor, Journal of Cultural Marketing Strategy and Executive Director, Center for Multicultural Science
  • The effect of ethnic-specific versus ethnic-diversified advertising: Comparing attitudes among multicultural consumers
    Dr Enrique Becerra, Associate Professor in Marketing, McCoy College of Business Administration at Texas State University. Dr Sindy Chapa, Director of the Center for Hispanic Marketing Communication, Florida State University and Dr Delonia Cooley, Associate Professor of Marketing at Texas Southern University
  • Estimating the value of the US multicultural shopper in the independent retail channel: An In-Culture™ analysis
    M. Isabel Valdés, President, Isabel Valdés Consulting and Dr Jake Beniflah, Executive Director, Center for Multicultural Science
  • Total market: Insights driving strategy in a multicultural nation
    David Burgos, SVP, Cultural Research Division, TNS
  • Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising
    Dr Xiaoqi Han, Associate Professor, Ancell School of Business, Western Connecticut State University and Dr Sunny Wanhsiu Tsai, Associate Professor, School of Communication, University of Miami
  • An industry response: There is a better way to target the US Hispanic television audience
    Dr Jake Beniflah, Executive Director, Center for Multicultural Science and Brian Hughes, SVP, Audience Analytics Business Lead, Magna Global
  • The potential effect of cultural priming on the effectiveness of cultural value adaptation in Western Europe
    Dr Jos Hornikx Associate Professor of Communication and Information Studies, Radboud University Nijmegen and Jolien Nijhuis, Marketing Coordinator, OPRA Turbines
  • Where is marketing research headed in the 21st century?
    Dr David W. Stewart, President's Professor of Marketing and Law, LMU
  • Using neuroscience to improve ad impact: How new research tools can advance cultural marketing
    Horst Stipp, Executive Vice President, Global Business Strategy, Advertising Research Foundation
  • The diversity of diversity
    Douglass L. Alligood, former Director Of Horizontal Markets and Chairman of the Diversity Council for BBDO
  • Website content adaptation as a response to cultural differences: A study of US and Indian versions of US corporate websites
    Rishi Dwesar, Assistant Professor of Marketing and Strategy, IBS Hyderabad, IHFE University and Ankit Kesharwani, Assistant Professor of Marketing and Strategy, IBS Hyderabad, IHFE University

Volume 1 Number 1

  • Editorial
    Jake Beniflah, Editor, Journal of Cultural Marketing Strategy and Executive Director, Center for Multicultural Science
  • Interview: How culture drives cross-cultural advertising effectiveness
    An interview with Dr. Marieke de Mooij
  • Cultural marketing: Maximising business effectiveness in a multicultural world
    Marieke De Mooij, Cultural and Anthropological Research Emeritus, University of Navarre
  • Paradigm shift: the effect of nativity and years-in-country on television programme viewing across three Hispanic generational levels
    Jake Beniflah, Executive Director, Center for Multicultural Science, Brian Hughes, SVP, Audience Analytics Business Lead, Magna Global and Carlos Garcia, SVP, Multicultural, GfK Custom Research North America
  • The importance of the analytic approach to the multigroup ethnic identity measure in the study of Hispanic media behaviour
    Ricardo Villarreal, Associate Professor of Marketing, University of San Francisco and Shelley A. Blozis, Associate Professor of Psychology, University of California, Davis
  • Moving beyond basic localisation: Culturally customising digital content
    Nitish Singh, Associate Professor, Wootae Chun, Associate Professor and Mamoun Benmamoun, Associate Professor, Saint Louis University
  • Harnessing the power of Facebook to target the Hispanic consumer: an automobile and qsr analysis
    Edward Staples, Director, Client Relationships and Tiama H.D. Fowler, Director, Product Marketing, Lightspeed GMI
  • The effect of cultural dimensions on the brand loyalty of ethnic groups in the USA
    Neleen S. Leslie, Immediate-Past President, National Association of Graduate-Professional Students and Felipe Korzenny, Professor Emeritus, Florida State University
  • Consumer neuroscience: a method for optimising marketing communication
    Julia Trabulsi, Global Production Support Manager, Consumer Neuroscience Solutions, Manuel Garcia-Garcia, Neuroscience Director and Michael E. Smith, VP, Consumer Neuroscience Solutions, Nielsen
  • 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, Enterprise Management Track, Sloan School of Management, MIT