Multicultural Marketing: Managing Ethnic Identities and Cultural Groups

Call for papers for: Spanish Journal of Marketing - ESIC

Guest Editors:  

Dr. José M. Pina, University of Zaragoza (Spain) [email protected]

Dr. Zillur Rahman, Indian Institute of Technology Roorkee (India) [email protected]

Dr. Zhiyong Yang, University of North Carolina at Greensboro (USA) [email protected]   

The globalization of economic activity poses a major challenge for companies throughout the world, which must struggle to find a balance between offering standardized solutions and addressing the specific needs of countries and cultures. Identifying and understanding the differences between consumer groups is fundamental to the success of many organizations, regardless of whether they follow a local or global approach. The culture to which a particular consumer belongs is, thus, a key segmentation criterion that has been closely studied by both academics and practitioners (de Mooij, 2019; Kotabe & Helsen, 2020).  
From a broad perspective, culture reflects a series of values, beliefs and attitudes shared by members of a particular group. As a result, cultural research covers various topics related to religion, race, nationality, language, cohort, class, social status, type of family, marital status, gender role, and sexual orientation. Individuals who are part of a particular culture share a common identity and their perceptions, attitudes and behaviours can partly be explained by their culture. Also, multicultural markets are dynamic marketplaces that facilitate contact, interaction, exchange, conflict and identity negotiation among multiple stakeholders (Demangeot, Broderick, & Craig, 2015). A marketer operating in a multicultural environment cannot afford to design strategies ignoring this diversity. Further, multicultural markets have been proliferating in many nations, and gaining importance among both academicians and practitioners (Burton, 2005; Demangeot et al., 2015; Kipnis, Demangeot, Pullig, & Broderick, 2019). 
This special issue intends to advance the theory and generate managerial insights pertaining to multicultural marketing. The authors contributing to this special issue may undertake cross-cultural studies or focus on any groups that share a clear common culture. They could also focus on the marketing implications that deal with different subcultures and cultural groups at the organizational level. In all cases, it will be particularly important to describe the state-of-the-art of the selected topic and explain why organizations should take cultural differences into account when targeting specific groups.  
Topics may come from any area of marketing, including, but not limited to:  Consumer decision making in a multicultural context, including individual consumers, family decision making, and group decision making   Consumer psychology and consumer identity (e.g., social identity, religious identity, sexual identity, multicultural identity)  

  • Product and brand management across different cultures
  • Pricing and marketing communications for ethnic minorities
  • Diaspora marketing and global nomads, including both for-profit and non-profit strategies to engage with individuals from other countries
  • Service and relationship marketing in different cultures
  • Social responsibility and ethics in multicultural markets
  • Marketing and social movements (e.g., gender equality, ecology movements)
  • Marketing management in organizations and B2B that involve dealing with different cultures (e.g., diversity management)
  • The role of culture in digital marketing and social media
  • Retailing and omni-channel management in multicultural markets  
  • Multiculturalism and cultural diversity in tourism and hospitality
  • Cross-cultural theory and research methods
  • Challenges and opportunities for multicultural marketing 


Burton, D. (2005). New course development in multicultural marketing. Journal of Marketing Education, 27(2), 151–162.

De Mooij, M. (2019). Consumer behavior and culture: Consequences for global marketing and advertising. 3rd edition. SAGE Publications Limited.

Demangeot, C., Broderick, A.J., & Craig, C.S. (2015). Multicultural marketplaces: New territory for international marketing and consumer research. International Marketing Review, 32(2), 118–140.

Kipnis, E., Demangeot, C., Pullig, C., & Broderick, A.J. (2019). Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets. Journal of Business Research, 98, 126–141.

Kotabe, M., & Helsen, K. (2020). Global marketing management. 8th edition. John Wiley & Sons. 
About the SJM-ESIC:  

The Spanish Journal of Marketing-ESIC (SJM-ESIC) is a double-blind peer-reviewed journal with an international vocation and welcomes manuscripts of authors all over the world and can be focused on any relevant international market. SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJME welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas.  
Open access

SJM-ESIC is an open access journal: all articles will be immediately and permanently free for everyone to read and download. Authors do not have to pay any open access publication fee. Publications fees are paid by ESIC and AEMARK. Submission Procedure: Submissions to this journal are through the Scholar One submission system here: Please visit the author guidelines for the journal at Please indicate in the cover letter that the paper is submitted to participate in the special issue on "Multicultural Marketing: Managing Ethnic Identities and Cultural Groups". 

Important dates:  

Submissions open: 1 July 2020  

Submissions deadline: 1 December 2020  

Expected date of publication: 2021  

If you have any queries please feel free to discuss your manuscript ideas with the Guest Editors; Dr. José M. Pina, University of Zaragoza ([email protected]), Dr. Zillur Rahman, Indian Institute of Technology Roorkee ([email protected]) and Dr. Zhiyong Yang, University of North Carolina at Greensboro ([email protected]).