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Mark Cleveland Receives Prestigious S. Tamer Cavusgil Award for Groundbreaking Research on Mixed-Ethnic Identity
March 28, 2025By Diana Corredor
International flags (Adobe Images)
Mark Cleveland, Dancap Private Equity Chair in Consumer Behavior at the Faculty of Social Science, Western University, has been named the recipient of the 2024 S. Tamer Cavusgil Award. This distinguished recognition celebrates his pioneering research article, "Within and Between Two Worlds: Conceiving, Measuring, and Applying Mixed-Ethnic Identity in Three Countries," published in the Journal of International Marketing (Vol. 32, Issue 2).
The S. Tamer Cavusgil Award is bestowed annually upon the article that makes the most significant contribution to advancing international marketing management practices. Cleveland’s research stands out for its innovative approach in developing and validating a comprehensive mixed-ethnic identity (MEI) scale, offering valuable insights for international marketing practitioners. His work provides a nuanced understanding of the complex and fluid nature of mixed-ethnic identities and their impact on consumer behavior across different cultural contexts.
A panel of committee members praised Cleveland’s study, describing it as a “groundbreaking contribution to international marketing research.” They highlighted how the MEI scale enables practitioners to better understand the evolving landscape of multicultural identities and apply these insights to media representation, branding strategies, and market segmentation.
The significance of Cleveland’s findings extends beyond academia, offering real-world applications for businesses operating in increasingly diverse markets. His research demonstrates how mixed-ethnic identity manifests in consumer expression through branding and media, equipping marketers with tools to engage with this growing demographic in meaningful ways. One committee member emphasized that “this article is particularly deserving of the S. Tamer Cavusgil Award because its insights into mixed-identity consumers are highly useful for practitioners—particularly in segmentation, branding, and global strategy.”
Cleveland will be formally recognized for this achievement at the 2025 AMA Summer Educators Conference, taking place in Chicago, Illinois, from August 22-24. This honor underscores the impact of his work in shaping the future of international marketing research and its practical applications in a rapidly evolving global marketplace.
To read Cleveland’s award-winning article, visit the Journal of International Marketing: https://journals.sagepub.com/doi/10.1177/1069031X231212859
