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News

NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This report examines the significant rise of news consumption in the US in 2016, looking at reach, time spent with medium, most popular sources as well as demographic breakdowns.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Case Study

This case study details how the German car manufacturer Audi regained strength in the premium SUV segment in France, Germany and Italy, by adopting an aspiring campaign idea: 'greatness starts when you don't stop'.

Article

This event report outlines ways in which brands can reach Indian-American consumers, a group with increasing affluence and influence.

Article

This event report addresses how Google is helping brands understand and connect with the growing audience of Asian-American consumers.

Article

This event report outlines the changing demographics among the US population, with a particular focus on the rising importance of Asian Americans.

News

LOS ANGELES: Chase, the financial services provider, has effectively encouraged Chinese American consumers to use its digital tools through a campaign based around "mastery" and obtaining greater control of their money.

News

LOS ANGELES: Western Union, the money-transfer company, has driven a significant increase in awareness for its digital services through content based around consumer passions, as well as rigorous testing.

Article

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

Article

This event report addresses how Western Union, the money-transfer company, has enhanced the position and status of its digital services.

Article

This event report explains how The Walt Disney Co is using supplier diversity as a leadership philosophy and a brand-building tool.

Article

This event report outlines how DramaFever successfully built a content-streaming brand, in the US and beyond, based around distributing drama series made in South Korea.

Article

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

Article

This event report addresses how East West Bank, the financial-services group, has adapted its strategy to reach a younger audience of Asian-Americans.

Case Study

This case study describes how Verizon, an American wireless telecommunications company, implemented its 'I Am' campaign, which used the digital space and social media to highlight the accomplishments and aspirations of Asian American millennials through storytelling.

News

NEW YORK: Asian Americans constitute the fastest-growing population segment in the US and are expected to contribute more than $1 trillion in consumer buying power by 2020, according to a new study.

Research Paper

This article explores several variables, other than traditional demographic ones, that could improve the accuracy of online survey research.

Research Paper

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Research Paper

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.