Journal of Consumer Marketing: Volume 40 Issue 5

Guest editorial: challenging the coloniality of raced markets

Haseeb Shabbir, Michael R. Hyman, Alena Kostyk

This special issue explores how marketing thought and practice have contributed to systemic racism but could alleviate racially insensitive and biased practices. An introductory…

Rescuing marketing from its colonial roots: a decolonial anti-racist agenda

June N.P. Francis

This paper illuminates the mechanisms through which marketing practice and institutions produced, normalized and institutionalized systemic racism in support of imperialism…

The 40 years of discourse on racism in the Brazilian advertising self-regulation system

Laís Rodrigues, Marcus Wilcox Hemais, Alessandra Costa

This paper aims to unveil colonial racist elements related to the cases of racism in advertising judged by the Brazilian Council of Advertising Self-Regulation (Conar), from 1980…

Linguistic racism in inter-culture service encounter

Aaminah Zaman Malik, Audhesh Paswan

Language plays an important role in a successful service exchange, but it can become a source of discrimination if one party is a non-native speaker in the host country. This…

Representation of women of color on the covers of the top three fashion magazines: a content analysis

Natalie A. Mitchell, Tony Stovall, David Avalos

This paper aims to assess the representation of women of color (WOC) in the top 3 fashion magazines and explore the implications of underrepresentation within marketing…

Mitigating implicit racial bias in tipping: when direct and indirect experience matters

Anne-Maree O’Rourke, Alex Belli, Frank Mathmann

Academic research has supported the belief that consumers undertip minority race service workers due to implicit racial biases. However, there has been less focus in examining…