Journal of Cultural Marketing Strategy

2015 - 2026

From Henry Stewart Publications
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Editorial pp. 121-121: Jake Beniflah
The effect of ethnic-specific versus ethnic-diversified advertising: Comparing attitudes among multicultural consumers pp. 122-137: Enrique Becerra, Sindy Chapa and Delonia Cooley
Estimating the value of the US multicultural shopper in the independent retail channel: An In-Culture™ analysis pp. 138-147: M. Isabel Valdés and Jake Beniflah
Total market: Insights driving strategy in a multicultural nation pp. 148-153: David Burgos
Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising pp. 154-169: Xiaoqi Han and Sunny Wanhsiu Tsai
An industry response: There is a better way to target the US Hispanic television audience pp. 170-179: Jake Beniflah and Brian Hughes
The potential effect of cultural priming on the effectiveness of cultural value adaptation in Western Europe pp. 180-188: Jos Hornikx and Jolien Nijhuis
Where is marketing research headed in the 21st century? pp. 189-192: David W. Stewart
Using neuroscience to improve ad impact: How new research tools can advance cultural marketing pp. 193-202: Horst Stipp
The diversity of diversity pp. 203-206: Douglass L. Alligood
Website content adaptation as a response to cultural differences: A study of US and Indian versions of US corporate websites pp. 207-218: Rishi Dwesar and Ankit Kesharwani

Editorial pp. 5-5: Jake Beniflah
How culture drives cross-cultural advertising effectiveness: An interview with Dr Marieke de Mooij pp. 6-10: Marieke De Mooij and Jake Beniflah
Cultural marketing: Maximising business effectiveness in a multicultural world pp. 11-18: Marieke De Mooij
Paradigm shift: The effect of nativity and years-in-country on television programme viewing across three Hispanic generational levels pp. 19-31: Jake Beniflah, Brian Hughes and Carlos Garcia
The importance of the analytic approach to the Multigroup Ethnic Identity Measure in the study of Hispanic media behaviour pp. 32-44: Ricardo Villarreal and Shelley A. Blozis
Moving beyond basic localisation: Culturally customising digital content pp. 45-53: Nitish Singh, Wootae Chun and Mamoun Benmamoun
Harnessing the power of Facebook to target the Hispanic consumer: An automobile and QSR analysis pp. 54-63: Edward Staples and Tiama H. D. Fowler
The effect of cultural dimensions on brand loyalty of consumers in the USA pp. 64-79: Neleen S. Leslie and Felipe Korzenny
Consumer neuroscience: A method for optimising marketing communication pp. 80-89: Julia Trabulsi, Manuel Garcia-Garcia and Michael E. Smith
An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice pp. 90-112: Jake Beniflah and Sharmila C. Chatterjee