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The Bidimensional Identity Measure (BIM): A new scale to measure multigroup ethnic and American identity in the USA
Journal of Cultural Marketing Strategy,
2
(2),
169-189
(2017)
Abstract
The growth of the US multicultural, multiracial and multi-ethnic population is changing the demographic landscape in historic proportions. This study argues that the construct of identity has not kept up with the changing demography, and a new conceptualisation and measurement are needed. The study proposes that multigroup identity must be measured bidimensionally to account for the increasing diversity of the US population. In this study, the Multigroup Ethnic Identity Measure — Revised (MEIM-R) and American Identity Measure (AIM) scales are adapted to create the Bidimensional Identity Measure (BIM), measuring dual identity across a nationally representative sample (n = 1,250) of US Hispanic, African American, Asian American and (non-Hispanic) white consumers. Based on confirmatory factor analysis, the new scale has face validity and high reliability for the proposed 18-item bidimensional identity scale (BIM), comprised of two subscales, AIM (12 items) and MEIM-R (six items). The new form of conceptualisation and measurement of multigroup ethnic and American identity will help leading corporations better understand the multidimensionality of the multicultural consumer, and be more effective in developing targeted marketing strategies in a highly diverse 21st-century America.
Keywords: Hispanic marketing, multicultural marketing, Bidimensional Identity Measure (BIM), Multigroup Ethnic Identity Measure — Revised (MEIM-R), American Identity Measure (AIM), collective identity, identity scale measurement, reliability
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
Dominic Lusinchi is an independent social research consultant, formerly of the Department of Business, Technology and Engineering (University of California, Berkeley Extension), where he taught statistical software. His scholarly interests and publications are focused primarily on the sociology of knowledge in general and the sociology of social scientific knowledge in particular, and, specifically, the role that statistics plays in its production. He is a graduate of UC Berkeley and received a doctorate in sociology from the University of Paris VIII.
Sharmila C. Chatterjee is Senior Lecturer and Academic Head of the Enterprise Management Track at MIT Sloan. Her work, which has been published in numerous peer-reviewed journals, examines issues in the domains of distribution channels, salesforce management and relationship marketing. She has also researched the areas of brand trust, financial literacy and multicultural marketing. She graduated from the Birla Institute of Technology and Science before earning her PhD in marketing from the Wharton School, University of Pennsylvania.
Mario X. Carrasco is the Co-Founder and Principal of ThinkNow Research. His expert knowledge of multicultural consumers and his passion for unveiling the story behind the numbers is evident in his contributions to the ‘Hispanic Millennial Project’ and ‘We Are Gen Z’ studies. He is a regular contributor to trusted publications such as eMarketer, Quirk’s Magazine, Online MR Magazine and MediaPost.
