Handbook of Research on Ethnic and Intra-cultural Marketing

Edited by Glen H. Brodowsky, Camille P. Schuster and Rebeca Perren

in Books from Edward Elgar Publishing

Abstract: Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
ISBN: 9781800880047
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Chapters in this book:

Ch 1 Introduction and overview to the Handbook of Research on Ethnic andIntra-cultural Marketing , pp 1-12

Glen H. Brodowsky

Ch 2 Ethical issues in target marketing: inclusion, exclusion, and consumer vulnerability , pp 14-28

Terri L. Rittenburg and Matthew B. Lunde

Ch 3 Ethnic marketing: the good, the bad and the unknown , pp 29-40

Tana Cristina Licsandru and Charles Chi Cui

Ch 4 Trans-cultural marketing: when intra-cultural and cross-cultural marketing collide , pp 41-56

Christian A. Eichert and Jack Coffin

Ch 5 Omnicultural branding , pp 57-75

Fernanda Muniz, Francisco Guzmán and Ram Krishnan

Ch 6 Generation Z and before: 21st century online consumers , pp 77-85

Florinda Giorgia Pannofino and Kristin Stewart

Ch 7 White gaze in fashion markets , pp 86-101

Lena Cavusoglu and Deniz Atik

Ch 8 Willfulness and the market: (post)feminist subjectivities and womens body work , pp 102-116

Carly Drake

Ch 9 Started from the bottom and now were here?: Hip-hop culture and its impact , pp 118-135

Johnny Graham, Takisha S. Toler, Nakeisha S. Ferguson (Lewis), Robert Alfonso Arias and Alonso Avila

Ch 10 Ms all del Espaol (Beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications , pp 136-145

Tessa Garcia-Collart

Ch 11 Segmenting the Hispanic market: practical implications for researchers and practitioners , pp 146-159

Enrique P. Becerra

Ch 12 Hispanic (or Latinx) identification, consumption and acculturation , pp 160-169

Luis E. Torres and Phillip Hartley

Ch 13 Re-interpreting marketings role in the study of the Asian consumer , pp 170-180

Foo Nin Ho and Jared Wong

Ch 14 Religious diversity and target marketing , pp 182-197

Sally Sledge

Ch 15 Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders , pp 198-210

Mohammad Mominul Islam

Ch 16 New directions in intra-cultural marketing research , pp 211-218

Rebeca Perren

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