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An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice

Author

Listed:
  • Beniflah, Jake

    (Executive Director, Center for Multicultural Science, USA)

  • C. Chatterjee, Sharmila

Abstract

The primary objective of this study is to document the trends in US Hispanic marketing over the last 36 years. A review of journals in advertising, communications, general business and marketing in the USA from 1979 to 2015 found 42 papers were published on Hispanic marketing during this time frame. Content analysis showed that the majority of the research on Hispanic marketing centred on two areas: language and consumer behaviour. The authors express concern that the amount of research into Hispanic marketing is insufficient, given that the US Hispanic population will nearly triple by 2050 and will be an important growth segment for corporations. This paper suggests that business practitioners and scholars need to work more closely together to close the knowledge gap, combining their different competencies and areas of expertise to solve complex business problems in a country increasingly characterised by multiculturalism.

Suggested Citation

  • Beniflah, Jake & C. Chatterjee, Sharmila, 2015. "An epistemological study of Hispanic marketing, 1979–2015: The need to bridge theory with practice," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(1), pages 90-112, August.
    • Handle: RePEc:aza:jcms00:y:2015:v:1:i:1:p:90-112
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    More about this item

    Keywords

    Hispanic marketing; multicultural; bridging the gap; marketing theory and practice; knowledge creation;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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