November 5, 2024 This article has been reviewed according to Science X's editorial process and policies . Editors have highlightedthe following attributes while ensuring the content's credibility: fact-checked peer-reviewed publication trusted source proofread by Marilyn Stone, American Marketing Association Researchers from University of Washington, Loyola Marymount University, and University of Texas-Austin have published a new study that provides a framework for how marketing research can better incorporate intersectional marketing practices. The study, appearing in the Journal of Marketing, is titled "Intersectionality in Marketing: A Paradigm for Understanding Understudied Consumers" and is authored by Esther Uduehi, Julian Saint Clair, and Rowena Crabbe.
The central narrative in the latest season of the Women's National Basketball Association (WNBA) was the rivalry between the Indiana Fever's Caitlin Clark and the Chicago Sky's Angel Reese. Many have debated how young, talented women like Clark and Reese will help grow the WNBA, but it is still unknown how race and gender can impact the marketing around their teams and the league. In other words, few scholars have explored intersectionality as a perspective to understand the dynamics of female sports.
This new study offers a framework for how marketing research can better incorporate intersectional marketing practices. The researchers provide a paradigm and step-by-step guidance for marketing to engage with intersection.
