Journal of Cultural Marketing Strategy

2015 - 2026

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Volume 11, issue 1, 2026

Editorial pp. 5-6

Dr Jake Beniflah

What Bad Bunny teaches us about marketing in a multicultural America pp. 7-11

Javier Farfan

‘You’ve been cloned’: What should luxury perfume brands do to combat clone fragrances? pp. 12-20

Salim Moussa

Ethnic-matching effects: Examining impacts of identity status, ethnic identification, and review valence on online product review effectiveness pp. 21-33

Xiaowen Xu

When the majority becomes the minority: Reverse acculturation and attitudinal convergence in multicultural America pp. 34-46

Jake Beniflah and Madeline Beniflah

An integrated framework for cross-cultural marketing analysis through media case studies pp. 47-65

Olga Stognieva and Yana Pluzhnikova

Exploring the determinants of consumer repurchase intention in self-medication: A smart PLS-SEM approach pp. 66-84

Satinder Singh and Rahul Sharma

Volume 10, issue 2, 2026

Editorial pp. 125-125

Dr Jake Beniflah

When comparison becomes consumption: Influencer culture, materialism and financial stress pp. 126-141

Kaukab Abid Azhar, Che Aniza Che Wel and Siti Ngayesah Ab. Hamid

Two-way acculturation: Rethinking cultural influence in a multicultural America pp. 142-162

Jake Beniflah, Madeline Beniflah and Javier Farfan

Sole stories: Uncovering consumer profile identities within sneaker culture and community pp. 163-176

Delisia Matthews, Qiana Cryer-Coupet, Nimet Degirmencioglu and Sneha Rani

Into the unknown: Rethinking uncertainty avoidance among US Hispanics through a conceptual model beyond aggregate data pp. 177-186

Sean Sawicki and Sindy Chapa

Enabling better cultural insights: Psychological safety as a marketing capability pp. 187-206

Lori A. Walker

Capturing fan attention: Analysing sponsorship effectiveness and brand resonance in the Indian Premier League pp. 207-220

Avtar Singh and Rahul Sharma

Volume 10, issue 1, 2025

Editorial pp. 5-5

Jake Beniflah

Does two-way acculturation shape diversity-related consumer attitudes? A structural equation modelling study pp. 6-39

Jake Beniflah, Scott Worthge and Madeline Beniflah

Unpacking social media engagement: Exploring the role of message strategy and contextual dynamics pp. 40-58

Wootae Chun, Kafui Monu, Fan Jiang and Chengbo Fu

Beyond the rainbow: The influence of LGBTQIA+ representation in advertising on consumer decision making pp. 59-80

Jose Neil Hortillo, Dion Mary Larido, Kaycee Karyll Morales, Press Ann Giselle Olores and Paula Mariz Valdehueza

AI and DEI: Do inclusive ads speak to the culture? An examination of marketing advertisement’s efficacy to Gen Z consumers pp. 81-93

Keira Moore and Sha’Mira Covington

The social impact of sport: Marketing strategies for inclusion, community engagement and corporate benefit pp. 94-101

Tanya K. Jones

Tell me what you eat and I will tell you who you are: The influence of political identity on consumer dining choice pp. 102-119

Darryl Mickler and Tracy H. Kizer

Volume 9, issue 3, 2025

Ten-year anniversary special issue pp. 1-144

Unknown

Volume 9, issue 2, 2025

Editorial pp. 101-101

Jake Beniflah

A systematic review of cultural effects on brands’ communication styles across diverse social media channels pp. 102-118

Büşra Oktay Bayhan and Raife Meltem Yetkin Özbük

Evaluating service quality in a technology-oriented museum: Empirical insights pp. 119-134

Marina Kiala, Dimitris Folinas, Chrysa Agapitou, Konstantinos Rotsios and Dimitrios Triantafyllou

Adapting to austerity through commercialisation: A contextual analysis of cultural policies and change of art museums in the United Kingdom pp. 135-150

Nasser Alshawaaf and Soo Hee Lee

Challenging corporate mental models in US multicultural marketing: A systems thinking perspective pp. 151-163

Jake Beniflah

Coherence of key elements: A guarantee of advertising effectiveness pp. 164-182

Mona Belkhodja

Rhythm and resonance: An analysis of female representation in reggaeton music pp. 183-195

Alessandra Noli Peschiera, Derrick Raphael Pacheco, Stephanie Bonilla and Sindy Chapa

The transformative role of predictive analytics, artificial intelligence and machine learning in digital marketing pp. 196-212

Animesh Kumar Sharma and Rahul Sharma

Volume 9, issue 1, 2024

Editorial pp. 5-5

Jake Beniflah

Addicted to pixels: Is pornography linked to the global depopulation crisis? pp. 6-9

Kenneth W. Gronbach

Inflationary realities: Lessons from Iran’s inflationary experience for the Western consumers pp. 10-20

Mohammad Habibi

Unravelling influencer power: Analysing the impact of digital influencers on the purchase intentions of Indonesian football fans pp. 21-33

Yoseph Benny Kusuma, Surachman,, Fatchur Rohman and Astrid Puspaningrum

The interplay of parasocial interaction, source credibility and homophily for influencer marketing success in the Middle East pp. 34-44

Malak Al-Ahmad, Christian Rudeloff and Johann Bronstein

Cultural sensitivity in consumer goods and marketing: A mixed methods exploration pp. 45-60

Rebekah Lassiter, Lisa Kiang, Alycia Silman, Katherine-Thu Yule, Xiaotong (Eva) Wu, Yang Fan, Ashley Maxime, Madeline Alexanian, Marisa Busquets and Zoe N. Stuckey

Paying for culture: Cultural factors in local speciality product packaging’s effect on buying behaviour pp. 61-74

Songyong Hu and Zhiqiang Cong

How artificial intelligence is transforming social media marketing: Analysing its potential and addressing concerns pp. 75-90

Animesh Kumar Sharma and Rahul Sharma

Volume 8, issue 2, 2024

Editorial pp. 117-117

Jake Beniflah

The COVID-19 pandemic’s effect on perceptions of luxury: A cross-cultural study pp. 118-133

Anna Biktyakova, Castulus Kolo and Elena Patten

Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing pp. 134-150

Pooja Jain, Pranjal Jain and Anju Jain

Examining regional variations in effective posts on X (Twitter) during the COVID-19 pandemic pp. 151-174

Bo Liang, Ye Wang and Ming-Hsiang Tsou

The seven ‘C’s of strategic pricing in international markets pp. 175-191

Ryan Schill and Marina Nixon

The triadic influence of brand personality, culture and social media usage on consumer attachment to iconic brands pp. 192-210

Brian Whelan, Sangkil Moon and Sunil Erevelles

Volume 8, issue 1, 2023

Editorial pp. 5-5

Jake Beniflah

It’s not all black and white: A text analysis of racially diverse versus legacy superheroes in Marvel and DC Comics pp. 6-21

Neil Granitz and Steven Chen

Validation as motivation: A reference to help today’s students become tomorrow’s professionals pp. 22-31

Brandon D. Harris

The impact of celebrity endorsers and influencer marketers on consumer behaviour pp. 32-49

Pranjal Jain and Anju Jain

Gentle whispers of women: An epistemological study of gender studies in marketing across 25 years pp. 50-64

Icten Duygu Ozbek and Jake Beniflah

Buzz marketing: Examining the effect of online reviews on purchase consideration pp. 65-79

Praveen Kumar Pandey and Amandeep Dhaliwal

The role of generative pre-trained transformers (GPTs) in revolutionising digital marketing: A conceptual model pp. 80-92

Animesh Kumar Sharma and Rahul Sharma

Driving return on media investment with US Hispanics in the 21st century: The nativity-based view pp. 93-111

Jake Beniflah, Adaluz J. Veloz and Roxane Garzon