International Marketing Review: Volume 36 Issue 4

Facts, Fantasies, Foundations, Formations, Fights, and Fallouts of Global Consumer Culture: An Introduction to the Special Issue

Fabian Bartsch, Mark Cleveland, Eunju Ko, John W. Cadogan

The uncertain future of globalization: Implications for global consumer culture and global brands

Jan-Benedict Steenkamp

The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research.

Reflections on global brands, global consumer culture and globalization

Saeed Samiee

The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s…

The future of globalization: a comment

Russell Belk

The purpose of this paper is to present an afterword to Steenkamp’s reflections on the future of globalization published in this issue of International Marketing Review.

Some recent influences on global consumer culture: Digital networked technologies, emerging market brands and bottom of the pyramid consumers

Ayşegül Özsomer

The purpose of this paper is to build on Steenkamp’s reflections, and introduce emerging and important developments that are shaping the global landscape and influencing global…

Reflections on defining global brands, fragmentation and segmentation, and the emergence of richer brandscapes

Jan-Benedict Steenkamp

The purpose of this paper is to present a response to papers written by Professors Samiee, Belk and Özsomer as commentary pieces on my original paper, “The uncertain future of…

Global consumer culture: epistemology and ontology

Mark Cleveland, Fabian Bartsch

The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a…

Fairy tales of global consumer culture in a polarizing world

Marieke de Mooij

The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture…

Global consumer culture: consequences for consumer research

Carlos J. Torelli, Jennifer L. Stoner

The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.

Advancing global consumer culture research

Peter Magnusson, Stanford A. Westjohn

This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data…

Epilogue on global consumer culture: epistemology and ontology

Mark Cleveland, Fabian Bartsch