Conceptualizing and operationalizing local and global cultural identities: a comment

Abstract

Purpose

The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities.

Findings

Strizhakova and Coulter (2019) offer valuable service in their discussion of the conceptualization and measurement of local and global identities. The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The authors also find that another relevant identity-relevant construct is that of consumer disidentification that represents active rejection of one’s national identity as opposed to the passive disinterest represented by the unengaged category.

Originality/value

This commentary offers a new perspective to the local-global identity discourse by integrating consumer disidentification as the active rejection of identity.

Citation

Westjohn, S.A. and Magnusson, P. (2019), "Conceptualizing and operationalizing local and global cultural identities: a comment", International Marketing Review, Vol. 36 No. 5, pp. 633-636. https://doi.org/10.1108/IMR-12-2018-0363