We are excited to share that ThinkNow Research, the leading multicultural market research firm, has been named Executive Founding Sponsor of the Journal of Cultural Marketing Strategy, published by Henry Stewart Publications. The journal is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a substantive contribution to the field of cultural marketing.
The bi-annual publication is the first publication dedicated to cultural marketing strategy in the U.S. and abroad. The journal is designed to bridge the gap between academic and business worlds and is the only peer-reviewed journal dedicated to researching the multicultural and cross-cultural consumer.
The growth of multicultural populations in the U.S. is changing the demographic landscape in historic proportions. African-American, Asian-American and Hispanic consumers currently account for 38 percent of the total U.S. population. These groups will be the majority of the population by 2044 and multiracial Americans will account for almost 25 percent of the growth by 2040.
“ThinkNow Research is proud to be the Executive Founding Sponsor of a journal of this caliber that has rigorous analysis in the field of cultural marketing research,” says Mario X. Carrasco, co-founder and principal, ThinkNow Research. “As the U.S. continues to become more multicultural and multiethnic we need resources like the Journal of Cultural Marketing Strategy to lead the way in understanding this consumer.”
In May, mitú in partnership with ThinkNow Research published an empirical study, “A New Scale to Measure Multigroup Ethnic and American Identity in the U.S.” in The Journal of Cultural Marketing Strategy. This research unveiled a Bidimensional Identity Measure (BIM), a new method for marketers to measure how multicultural consumers identify themselves.
Lead researcher in the mitú study and journal editor, Dr. Jake Beniflah says, “We’re excited to partner with ThinkNow Research to continue raising the bar of excellence for multicultural research while making it accessible for brands to apply the techniques and best practices to impact their effectiveness.”
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