Hardback
Handbook of Research on Ethnic and Intra-cultural Marketing
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.
More Information
Critical Acclaim
Contributors
Contents
More Information
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.
Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop’s move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia.
Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments.
Cognisant of the cultural diversity within cultures, the Handbook considers the ethical ramifications of culture- and race-based targeting and segmentation, advancing a culture-based marketing approach that addresses the similarities and differences across groups while recognising the variety that exists within them. Chapters explore a compelling array of topics, from advocating for a departure from the white, Eurocentric, and heteronormative ideals that dominate the global beauty industry and investigating how Hip Hop’s move into the mainstream raises questions about authenticity and cultural appropriation, to addressing the role played by religion in consumer behaviour and mapping the diverse and complex markets of Latin America and Asia.
Featuring multidisciplinary research which builds towards a more vibrant ethnic and sub-cultural marketing literature, this compelling Handbook will inform and inspire the work of current and future marketing scholars. It will also be an essential resource for corporations interested in targeting ethnic and religious marketing segments.
Critical Acclaim
‘This volume provides key insights into ethnic marketing, in particular how to segment markets into a seemingly intra-cultural consumer landscape, while taking into account age, gender, religion, and ethical issues. Many of the 16 chapters focus on a large range of ethnic contexts (Hispanic, Muslim, Asian) with an applied approach, both research and case-study based. This book is a must-read for both researchers and practitioners interested in ethnic and intra-cultural marketing.’
– Jean-Claude Usunier, University of Lausanne, Switzerland
‘Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.’
– Jagdish N. Sheth, Emory University, US
– Jean-Claude Usunier, University of Lausanne, Switzerland
‘Since the sixties, cultural diversity has been steadily growing in the US while technology is becoming more convergent. This gives a great opportunity for marketers to develop micro segments anchored to intra-cultural differences. The Handbook of Research on Ethnic and Intra-cultural Marketing is an excellent source of new concepts and methods for targeting segments in a unique way.’
– Jagdish N. Sheth, Emory University, US
Contributors
Contributors: Robert Alfonso Arias, Deniz Atik, Alonso Avila, Enrique P. Becerra, Glen H. Brodowsky, Lena Cavusoglu, Jack Coffin, Charles Chi Cui, Carly Drake, Christian A. Eichert, Nakeisha S. Ferguson, Tessa Garcia-Collart, Johnny L. Graham, Francisco Guzmán, Phillip Hartley, Foo Nin Ho, Mohammad Mominul Islam, Ram Krishnan, Tana Licsandru, Matthew B. Lunde, Fernanda Muniz, Rebeca Perren, Terri L. Rittenburg, Camille Schuster, Sally Sledge, Kristin Stewart, Luis E. Torres, Jared Wong
Contents
Contents:
Foreword xv
1 Introduction and overview to the Handbook of Research on Ethnic and
Intra-cultural Marketing 1
Glen H. Brodowsky
PART I INTRA-CULTURAL MARKETING SEGMENTATION
2 Ethical issues in target marketing: inclusion, exclusion, and consumer
vulnerability 14
Terri L. Rittenburg and Matthew B. Lunde
3 Ethnic marketing: the good, the bad and the unknown 29
Tana Cristina Licsandru and Charles Chi Cui
4 Trans-cultural marketing: when intra-cultural and cross-cultural
marketing collide 43
Christian Eichert and Jack Coffin
5 Omnicultural branding 59
Fernanda Muniz, Francisco Guzmán and Ram Krishnan
PART II GENERATIONAL AND GENDER AND MARKET SEGMENTATION
6 Generation Z and before: 21st century online consumers 79
Florinda Giorgia Pannofino and Kristin Stewart
7 White gaze in fashion markets 88
Lena Cavusoglu and Deniz Atik
8 Willfulness and the market: (post)feminist subjectivities and women’s
body work 104
Carly Drake
PART III ETHNICALLY DEFINED MARKET SEGMENTS
9 Started from the bottom and now we’re here?: Hip-hop culture and its impact 120
Johnny Graham, Takisha Toler, Nakeisha S. (Ferguson) Lewis, Robert Arias
and Alonso Avila
10 Más allá del Español (beyond Spanish): the influence of Hispanic and
Latin cultural identity on marketing communications 138
Tessa Garcia-Collart
11 Segmenting the Hispanic market: practical implications for researchers
and practitioners 148
Enrique P. Becerra
12 Hispanic (or Latinx) identification, consumption and acculturation 162
Luis E. Torres and Phillip Hartley
13 Re-interpreting marketing’s role in the study of the Asian consumer 172
Foo Nin Ho and Jared Wong
PART IV RELIGIOUSLY BASED MARKET SEGMENTATION
14 Religious diversity and target marketing 184
Sally Sledge
15 Reaching halal and Islamic market segments: tapping marketing
opportunities beyond the borders 200
Mohammad Mominul Islam
16 New directions in intra-cultural marketing research 213
Rebeca Perren
Index
Foreword xv
1 Introduction and overview to the Handbook of Research on Ethnic and
Intra-cultural Marketing 1
Glen H. Brodowsky
PART I INTRA-CULTURAL MARKETING SEGMENTATION
2 Ethical issues in target marketing: inclusion, exclusion, and consumer
vulnerability 14
Terri L. Rittenburg and Matthew B. Lunde
3 Ethnic marketing: the good, the bad and the unknown 29
Tana Cristina Licsandru and Charles Chi Cui
4 Trans-cultural marketing: when intra-cultural and cross-cultural
marketing collide 43
Christian Eichert and Jack Coffin
5 Omnicultural branding 59
Fernanda Muniz, Francisco Guzmán and Ram Krishnan
PART II GENERATIONAL AND GENDER AND MARKET SEGMENTATION
6 Generation Z and before: 21st century online consumers 79
Florinda Giorgia Pannofino and Kristin Stewart
7 White gaze in fashion markets 88
Lena Cavusoglu and Deniz Atik
8 Willfulness and the market: (post)feminist subjectivities and women’s
body work 104
Carly Drake
PART III ETHNICALLY DEFINED MARKET SEGMENTS
9 Started from the bottom and now we’re here?: Hip-hop culture and its impact 120
Johnny Graham, Takisha Toler, Nakeisha S. (Ferguson) Lewis, Robert Arias
and Alonso Avila
10 Más allá del Español (beyond Spanish): the influence of Hispanic and
Latin cultural identity on marketing communications 138
Tessa Garcia-Collart
11 Segmenting the Hispanic market: practical implications for researchers
and practitioners 148
Enrique P. Becerra
12 Hispanic (or Latinx) identification, consumption and acculturation 162
Luis E. Torres and Phillip Hartley
13 Re-interpreting marketing’s role in the study of the Asian consumer 172
Foo Nin Ho and Jared Wong
PART IV RELIGIOUSLY BASED MARKET SEGMENTATION
14 Religious diversity and target marketing 184
Sally Sledge
15 Reaching halal and Islamic market segments: tapping marketing
opportunities beyond the borders 200
Mohammad Mominul Islam
16 New directions in intra-cultural marketing research 213
Rebeca Perren
Index
