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

Yuliya Strizhakova, Robin Coulter

Research output: Contribution to journalArticlepeer-review

Abstract

Purpose: 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 Coulter (2019), “Consumer cultural identities: local and global cultural identities and measurement implications,” International Marketing Review. Design/methodology/approach: This is a conceptual paper and a response to commentaries on the initial paper Strizhakova and Coulter (2019), “Consumer cultural identity: local and global cultural identities and measurement implications”. Findings: This paper continues an important dialogue on the topic of multifaceted consumer cultural identities. Specifically, the authors discuss the myriad meanings of cultural identity, as well as meanings of global, local, disinterested/disidentified and glocal cultural beliefs. The paper offers directions and poses questions that warrant future research attention and have important implications for global and local brand managers. Originality/value: The paper addresses important issues and future research directions about the provocative topic of consumer cultural identities, their meanings, measurements and practical/research implications.

Original languageEnglish (US)
Pages (from-to)642-646
Number of pages5
JournalInternational Marketing Review
Volume36
Issue number5
DOIs
StatePublished - Aug 15 2019

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Marketing

Keywords

  • Anti-consumption
  • Cultural identity
  • Global branding

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