International Marketing Review: Volume 36 Issue 5

Consumer cultural identity: local and global cultural identities and measurement implications

Yuliya Strizhakova, Robin Coulter

The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with…

Comment on “Consumer cultural identity…”: global citizenship and reactance

Rajeev Batra, Yi Wu

The purpose of this paper is to reflect on the review paper by Strizhakova and Coulter (“Consumer cultural identity: local and global cultural identities and measurement…

Conceptualizing and operationalizing local and global cultural identities: a comment

Stanford A. Westjohn, Peter Magnusson

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…

Consumer cultural identity: a comment

Nicolas Papadopoulos

The purpose of this paper is to comment on the article “Consumer cultural identity: Local and global cultural identities and measurement implications” by Yuliya Strizhakova and…

The myriad meanings of cultural identities: A response to commentaries on “consumer cultural identities”

Yuliya Strizhakova, Robin Coulter

The purpose of this paper is to provide the authors’ response to three commentaries (Batra and Wu, 2019; Papadopoulos, 2019; Westjohn and Magnusson, 2019) on Strizhakova and…

Beyond reach: an extended model of global brand effects

Timo Mandler

Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The…

Global and local brand stereotypes: formation, content transfer, and impact

Vasileios Davvetas, Georgios Halkias

The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment…

Global-local consumer identities as drivers of global digital brand usage

Katerina Makri, Karolos-Konstantinos Papadas, Bodo B. Schlegelmilch

The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this…

Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

Shintaro Okazaki, Charles R. Taylor, Patrick Vargas, Jörg Henseler

An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as…

Effects of the dimensions of ethnocentrism on consumer ethnocentrism: An examination of multiple mediators

Boris Bizumic

The purpose of this paper is to investigate, theoretically and empirically, the role of the six dimensions of reconceptualized ethnocentrism in consumer ethnocentrism. The paper…

Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment: A food consumption perspective

Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin, Meera Sarma

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities…

Balancing territorial identities: How consumers manage their ethnic, regional, and national identities in daily life and consumption situations

Barbara Stöttinger, Elfriede Penz

In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how…