Journal of Cultural Marketing Strategy

2015 - 2026

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Editorial pp. 133-133: Jake Beniflah
E-commerce localisation to African markets: Canadian multinational enterprise perspectives pp. 134-145: Wootae Chun and Emmanuel Ogwal
Balancing gender inequality in C-suite positions in Mexico: Women’s empowerment and success through personal branding pp. 146-159: Diana Dávila-Ruiz and Karla Barajas-Portas
Why is Spanglish more popular than Spanish and English among US Hispanics? A communication accommodation theory perspective pp. 160-173: Jake Beniflah and Julia Estacolchic
A cross-cultural analysis of impulsive buying behaviour: Comparing the effect of longterm orientation and shopping values of Chinese and US consumers pp. 174-186: Pei Wang and Sindy Chapa
Culture training for strategic marketing: Case study of a Juneteenth block party pp. 187-195: Valerie L. Williams-Sanchez
Fandom in the Indian Premier League: Factors that drive team associations pp. 196-205: Avtar Singh and Rahul Sharma
Heuristics and anti-racism methodologies: Exploring possibilities for shifting antiracist education and research paradigms pp. 206-220: Trudi L. Perkins
The need for an organisational design to secure marketer creativity within unhealthy organisational cultures pp. 221-232: Bilgehan Bozkurt

Editorial pp. 5-5: Jake Beniflah
The influence of marketer and user-generated communication on brand preference pp. 6-18: Talvinder Kaur and Sarbjit Singh Bedi
Predicting consumer behaviour toward digital K-pop albums: An extended model of the theory of planned behaviour pp. 19-33: Nono Wibisono, Bieke F. Arrasy and Wahyu Rafdinal
Measuring the perception of trust: Two cultural approaches pp. 34-48: Amy Huber and Sindy Chapa
How should companies respond to complaints? Measuring satisfaction among Generation Z online shoppers pp. 49-62: Young Joon Lim and Jennifer Lemanski
Artificial intelligence in customer service: An empirical study of the banking sector pp. 63-74: Bilal Eneizan
Reducing employee turnover intentions through ethical leadership and positive organisational behaviour pp. 75-88: Mitali Dohroo, Taranjeet Duggal and Amirul Hasan Ansari
Eye tracking provides valuable insights in neuroscience: An empirical brand perception food marketing study pp. 89-106: Francesco Pinci
Applying the theory of reasoned action to measure intent to purchase halal food pp. 107-121: K. Ramya

Editorial pp. 101-101: Jake Beniflah
Awareness as wellness: Examining disparities in mental health care pp. 102-114: Elyria Kemp, Mcdowell Porter, Cassandra Davis and Kristi M. Williams
Purpose-driven corporate communication: A content analysis of Fortune 100 companies pp. 115-122: Alexis Bajalia Fitzsimmons, Yufan Sunny Qin, Eve R. Heffron and Marcia W. Distaso
A grounded theory approach to determine the factors affecting tourism decisions pp. 123-139: Rekha Attri and Sahil Jasrotia
Exploring Hispanic health attitudes and behaviours for more informed cross-cultural marketing pp. 140-152: Amy Gómez, Meredydd Hardie, Keri Hettel, Olivia NguyễN and Kristin Tolbert
The Hispanic marketing paradigm and the needed shift: A Kuhnian perspective pp. 153-159: Jake Beniflah and Pamela Razo
Self-referencing and optimal distinctiveness theory: The theoretical underpinnings to US multicultural marketing pp. 160-175: Jake Beniflah, Pamela Razo and Julie Veloz
Fan engagement on select social media platforms: A study of the Indian Premier League pp. 176-186: Avtar Singh and Rahul Sharma

Editorial pp. 5-5: Jake Beniflah
Showdown in the camera sector: Strategies for an industry in decline pp. 6-12: Gagandeep Singh and Jasdeep Singh Walia
Balinese culture: The impact of Tri Kaya Parisudha on personal happiness and life success pp. 13-24: Ni Nyoman Kerti Yasa, I. Gusti Ngurah Jaya Agung Widagda K., Ida Ayu Putu Widani Sugianingrat, Putu Laksmita Dewi Rahmayanti and I. Gusti Ayu Tirtayani
Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport pp. 25-38: Cody T. Havard, Rhema D. Fuller and Yash Padhye
The changing multicultural marketing landscape pp. 39-44: David R. Morse
Country-of-origin effects on the brand image of agricultural products in China pp. 45-53: Fan Mo and Weiming Chee
Speculative methods: Conceptualising a theoretical framework for reimagining racism awareness in education pp. 54-60: Trudi L. Perkins
Culturally relevant marketing: Conceptualising a critical pedagogical approach to multicultural marketing strategy pp. 61-72: Valerie L. Williams-Sanchez
Where there’s a will, there’s a way: Closing the US multicultural wealth gap with purpose-driven organisations pp. 73-91: Jake Beniflah

Editorial pp. 97-97: Jake Beniflah
The chief human resources officer is the new chief financial officer pp. 98-102: Ken Gronbach
Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials pp. 103-128: Tyrha M. Lindsey-Warren and Christine Ringler
Centring anti-Black racism: Developing racial knowledge as stance pp. 129-142: Trudi L. Perkins
Blackface sweaters and pizza with chopsticks: Problem cases and strategies for converting cultural appropriation into cultural appreciation in the fashion industry pp. 143-152: Domenique Jones and Michelle Childs
Building a multicultural organisation: A conceptual model for organisational change in the 21st century pp. 153-168: Jake Beniflah and Julie Veloz
Is fear of missing out (FOMO) a cultural construct? Investigating FOMO from a marketing perspective pp. 169-183: Faren Karimkhan and Sindy Chapa
Multiculturalism needs more than openness to diversity: Updating the Openness to Diversity and Challenge scale for increased inclusion pp. 184-196: Eliane Karsaklian

Editorial pp. 5-5: Jake Beniflah
COVID-19, the outlook for corporations, and the changing demographic landscape: An interview with Chiqui Cartagena pp. 6-10: Jake Beniflah and Chiqui Cartagena
Exploring the use of shock advertising by for-profit and nonprofit organisations in China pp. 11-21: Shuo Yan and Sindy Chapa
Is corporate America ready for a multicultural America? A dynamic capabilities perspective pp. 22-35: Jake Beniflah
From K-pop to Korean products: An investigation into the mediating effects of imitation and attitudes toward Korean culture and products pp. 36-48: Ruonan Zhang, Nicky Chang Bi, Papaa Kodzi, Alana Goodwin, Klaudia Wasilewski and Eiko Mccurdy
Marketing tobacco products to communities of colour and a much-needed plan for change pp. 49-59: Richard Greggory Johnson Iii, Hugo Renderos and Theresa Kaimanu
An evaluation of AT&T social marketing delivery modes aimed at teen smartphone use while driving pp. 60-75: Francene Scott Diehl, Luz Stella Marín and Majed Zreiqat
Examining rivalry and outgroup derogation among underrepresented college students pp. 76-85: Cody T. Havard, Rhema D. Fuller and Carol A. Silkes