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

‘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.’