Want to learn more about multicultural marketplaces? Need a starting point for your research on Diversity and Inclusion Engaged Marketing? We curated a short series of articles to help get you started. These articles are organised by main topic. Use keyword section to narrow your search even more. Want to add an article to our list? Please send your suggestions using the enquiry form.

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Davis, J. F. (2018)
Selling whiteness?–A critical review of the literature on marketing and racism
Journal of Marketing Management, 34(1-2), 134-177

Ouellet, J-F. (2007)
Consumer Racism and Its Effects on Domestic Cross-Ethnic Product
Purchase: An Empirical Test in the United States, Canada, and France

Journal of Marketing, 71, 113-128

Harris, A. M. G., Henderson, G. R., & Williams, J. D. (2005)
Courting customers: Assessing consumer racial profiling and other marketplace discrimination
Journal of Public Policy & Marketing

Grier, S. A., Thomas, K. D., & Johnson, G. D. (2019)
Re-imagining the marketplace: Addressing race in academic marketing research
Consumption Markets & Culture

Skin Color

Lindsey-Warren, Tyrha M., Amber Chenevert, Yusuf Chuku, Tasha Gilroy, Marco Howell, J. P. James, Lukeisha Paul, Shalini Shankar, and Kevin D. Thomas
Roundtable on the State of the Advertising Industry: Equity and Inclusion Matters, Part II
Advertising & Society Quarterly 21, no. 3 (2020)

Lindsey-Warren, T.M., Chenevert, A., Chuku, Y., Gilroy, T., Howell, M., James, J.P., … Thomas, K.D. (2020)
Roundtable on the State of the Advertising Industry: Equity and Inclusion Matters, Part I
Advertising & Society Quarterly 21(2)


Licsandru, T. C., & Cui, C. C. (2019)
Ethnic marketing to the global millennial consumers: Challenges and opportunities.
Journal of Business Research, 103, 261-274

Penaloza, J. (2018)
Ethnic marketing practice and research at the intersection of market and social development: A macro study of the past and present, with a look to the future
Journal of Business Research, 82, 273-280

Visconti, L., Jafari, A., Batat, W., Broeckerhoff, A., Dedeoglu, A. O., Demangeot, C., Kipnis, E., Lindridge, A., Penaloza, L., Pullig, C., Regany, F., Ustundagli, E., and Weinberger, M. F. (2014)
Consumer ethnicity three decades after: A TCR agenda
Journal of Marketing Management, Vol 30 (17-18), pp.1882-1922

Burton, D. (2000)
Ethnicity, Identity and Marketing: A Critical Review
Journal of Marketing Management, Vol.16 (8), 853-877

James, J. P., and Tyrha M. Lindsey-Warren
An Examination of Television Consumption By Racial and Ethnic Audiences in the US: Implications for Multicultural Media Planning And Media Measurement
Journal of Advertising Research 59, no. 1 (2019): 40-52


Lindsey-Warren, Tyrha M., and Charlene A. Dadzie
Making multicultural millennials healthy: The influence of health ‘edutainment’and other drivers on health-oriented diet change
Journal of Cultural Marketing Strategy 4, no. 1 (2019): 29-41

Brenkert, George G
Marketing to inner-city blacks: Powermaster and moral responsibility
Business Ethics Quarterly (1998): 1-18

James, J. P
The metonymy of# BlackTwitter: The effect of urban identification on hashtag activism
Journal of Cultural Marketing Strategy 4, no. 1 (2019): 13-28

D’Rozario, Denver, and Jerome D. Williams
Retail redlining: Definition, theory, typology, and measurement
Journal of Macromarketing 25, no. 2 (2005): 175-186

Lindsey-Warren, Tyrha M., and Serdar Yayla
Still Waiting for Olivia Pope and Wonder Woman: An event data analysis on the effects of emotional contagion in movies starring women and actors of colour
Journal of Cultural Marketing Strategy 3, no. 1 (2018): 60-69

Higgins, L. (2020)
Psycho-emotional disability in the marketplace
European Journal of Marketing

Kearney, S., Brittain, I., and Kipnis, E. (2019)
“Superdisabilities” vs “disabilities”? Theorizing the Role of Ableism in (Mis) Representational Mythology of Disability in the Marketplace
Consumption Markets & Culture. [online] 1 (2), 112–133


Beverland, M. B., Eckhardt, G. M., Sands, S., & Shankar, A. (2020)
How Brands Craft National Identity
Journal of Consumer Research

Andersson, H. (2019)
Recontextualizing Swedish nationalism for commercial purposes: a multimodal analysis of a milk marketing event
Critical Discourse Studies, 16(5), 583-603


Coffin, J, Eichert, C..A. and Nölke, A-I. (2019)
‘Towards (and beyond) LGBTQ+ studies in marketing and consumer research’ in Handbook of Research on Gender and Marketing Susan Dobscha (Ed.)
Pages 273-293 Edward Elgar Publishing

Written by Charlotte Wheeler-Quinnell, designed by Lucy Ward
How to market to gay consumers
(2012) Stonewall Workplace Guides

Ginder, W and Byun, S-E (2015)
Past, Present, and Future of Gay and Lesbian Consumer Research: Critical Review of the Quest for the Queer Dollar
Psychology and Marketing, 32(8), pp.821-841


Bettany, Shona ; Dobscha, Susan ; O’Malley, Lisa ; Prothero, Andrea (2010)
Moving beyond binary opposition: Exploring the tapestry of gender in consumer research and marketing
Marketing theory,Vol.10 (1), p.3-28

Eisend, Martin (2019)
Gender Roles
Journal of advertising, Vol.48 (1), p.72-80

Handbook of Research on Gender and Marketing Susan Dobscha (Ed.)
Edward Elgar Publishing

Zayer, Linda Tuncay ; McGrath, Mary Ann ; Castro-Gonzalez, Pilar (2020)
Men and masculinities in a changing world: (de)legitimizing gender ideals in advertising
European journal of marketing, Vol.54 (1), p.238-260

Eisend, Martin (2010)
A meta-analysis of gender roles in advertising
Journal of the Academy of Marketing Science, Vol.38 (4), p.418-440

The Body

Scaraboto, D. and Fischer, E. (2013)
Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets
Journal of Consumer Research 39 (2), 1234-1257


James H. McAlexander, Beth Leavenworth Dufault, Diane M. Martin, John W. Schouten
The Marketization of Religion: Field, Capital, and Consumer Identity
Journal of Consumer Research, Volume 41, Issue 3, 1 October 2014, Pages 858–875

Sandıkcı, Ö. (2018)
Religion and the marketplace: constructing the “new” Muslim consumer
Religion, 48(3), 453–473

Hirschman, E.C., Ruvio, A.A., and Touzani, M. (2010)
Breaking Bread with Abraham’s Children: Christians, Jews and Muslims. Holiday Consumption in Dominant, Minority and Diasporic Communities
Journal of the Academy of Marketing Science 39 (3), 429–448

Izberk-Bilgin, E. (2012)
Infidel brands: unveiling alternative meanings of global brands at the nexus of globalization, consumer culture, and Islamism
Journal of Consumer Research, 39(4), 663-687

Khan, A., Lindridge, A. and Pusaksrikit, T. (2018)
Why some South Asian Muslims celebrate Christmas: Introducing ‘acculturation trade-offs
Journal of Business Research 82, 290-299

Non-US Perspective

Johnson, G.D., Elliott, R.M. and Grier, S.A., 2010
Conceptualizing multicultural advertising effects in the “new” South Africa
Journal of Global Marketing, 23(3), pp.189-207

Back, L. and Sinha, S. (2016)
Multicultural Conviviality in the Midst of Racism’s Ruins
Journal of Intercultural Studies [online] 37 (5), 517–532

Cramer, R. (2019)
“It’s this diversity that makes Australia such a unique country”: nationalism in a multinational marketing campaign
Social Semiotics

Goh, D.P. (2019)
Super-diversity and the bio-politics of migrant worker exclusion in Singapore
Identities 26(3), 356-373

Epps, A. and Demangeot, C. (2013)
The Rainbow of Diversity versus the Rain of Fragmentation: The Futures of Multicultural Marketing in the UAE
Foresight, 15 (4), 307–320

Socio Economic Status

Intersectional Perspectives

Morris, M.W., Chiu, C., and Liu, Z. (2015)
Polycultural Psychology
Annual Review of Psychology, 66, 631-659

Yampolsky, M.A., Amiot, C.E., and de la Sablonierre, R. (2013)
Multicultural identity integration and well-being: a qualitative exploration of variations in narrative coherence and multicultural identification
Frontiers in Psychology

Kipnis, E., Demangeot, C., Pullig, C., and Broderick, A.J. (2019)
Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets
Journal of Business Research, Vol 98, pp.126-141

Ahir Gopaldas & Glenna DeRoy (2015)
An intersectional approach to diversity research
Consumption Markets & Culture, 18:4, 333-364

Behm-Morawitz, E. (2017)
Examining the Intersection of Race and Gender in Video Game Advertising
Journal of Marketing Communications, 23(3), 220

Ana-Isabel Nölke (2018) Making Diversity Conform? An Intersectional
Longitudinal Analysis of LGBT-Specific Mainstream Media Advertisements
Journal of Homosexuality, 65:2, 224-255

Intercultural Engagement/Encounters

Demangeot, C., Kipnis, E., Pullig, C., Cross, S. N., Emontspool, J., Galalae, C., … & Best, S. F. (2019)
Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action
Journal of Business Research, 100, 339-353

Vorster, L., Kipnis, E., Bebek, G., & Demangeot, C. (2020)
Brokering intercultural relations in the rainbow nation: Introducing intercultural marketing
Journal of Macromarketing, 40(1), 51-72

Sharma, P., Tam, J. L., Kim, N., Zhan, W., & Su, Y. (2018)
Intercultural service encounters (ICSEs): Challenges and opportunities for international services marketers
In Advances in Global Marketing (pp. 449-469). Springer, Cham

Galalae, C., Kipnis, E., Demangeot, E. (2020)
Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective
Journal of Business Research, 115, pp. 160-173

Sharma, P., Wu, Z. and Su, Y. (2016)
Role of personal cultural orientations in intercultural service encounters
Journal of Services Marketing, Vol. 30 No. 2, pp. 223-237

Paparoidamis NG, Tran HTT, Leonidou CN
Building Customer Loyalty in Intercultural Service Encounters: The Role of Service Employees’ Cultural Intelligence
Journal of International Marketing. 2019;27(2):56-75. doi:10.1177/1069031X19837950



Grier, S. A. (2020)
Marketing inclusion: A social justice project for diversity education
Journal of Marketing Education, 42(1), 59-75

Rivera, R.G., Arrese, A., Sádaba, C. and Casado, L., (2020)
Incorporating Diversity in Marketing Education: A Framework for Including All People in the Teaching and Learning Process
Journal of Marketing Education, 42(1) 37– 47

Slater, S. and Yani-de-Soriano, M. (2010)
Researching Consumers in Multicultural Societies: Emerging Methodological Issues
Journal of Marketing Management 26 (11–12), 1143–1160

Pierce, M.E., and Longo, J.L. (2020)
Incorporating Photovoice in the Marketing Curriculum to Increase Cultural Competence
Journal of Marketing Education, 42(1), 76-86


Ulver, S., & Laurell, C. (2020)
Political Ideology in Consumer Resistance: Analyzing Far-Right Opposition to Multicultural Marketing
Journal of Public Policy & Marketing, 39(4), 477-493



Belabas, W., Eshuis, J. and Scholten, P. (2020)
Re-imagining the city: Branding migration-related diversity
European Planning Studies, 1-18


Hill, R. P., & Sharma, E. (2020)
Consumer vulnerability
Journal of Consumer Psychology, 30(3), 551-570

Consumer Power

Denegri-Knott J., Zwick D. and Schroeder J.E. (2010)
Mapping consumer power: an integrative framework for marketing and consumer research
European Journal of Marketing, 40(9/10), 950-971

Henderson, G.R. and Rank-Christman, T. (2016)
Diversity and consumer behavior
Current Opinion in Psychology 10, 148-153

Research methods

Ozanne Julie L. and Anderson L. (2010)
Community action research
Journal of Public Policy and Marketing, 29(1), 123-137

Foote Whyte W. (Ed.) (1991)
Participatory action research
Newbury Park, US: Sage Publications

Petrescu, M. and Krishen, A.S. (2019)
Strength in diversity: methods and analytics
Journal of Marketing Analytics [online], 203–204

Kipnis, E., Bebek, G, and Broeckerhoff, A. (2021)
Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces
Journal of Business Research, Vol 123, pp. 401-414

Alper, M., Katz, V.S., and Clark, L.S. (2016)
Researching children, intersectionality, and diversity in the digital age
Journal of Children and Media, 10:1, 107-114

Slater, S., and Yani-de-Soriano, M. (2012)
Researching consumers in multicultural societies: Emerging methodological issues. In Maria Piacentini and Charles Cui (eds) Multicultural Perspectives in Customer Behaviour
London: Routledge

Poole, S.J., Grier, S.A., Thomas, K.D., Sobande, F., Ekpo, A.E., Trujillo Torres, L., Addington, L.A., Weekes-Laidlow, M., Henderson, G.R. (2021)
Operationalizing Critical Race Theory in the Marketplace
Journal of Public Policy & Marketing