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

2019 ◽  
Vol 36 (5) ◽  
pp. 610-627 ◽  
Author(s):  
Yuliya Strizhakova ◽  
Robin Coulter
Keyword(s):  
Cultural Identity ◽  
Two Dimensions ◽  
Cultural Identities ◽  
Strategic Decisions ◽  
Consumer Engagement ◽  
Content Type ◽  
General Identity ◽  
Local Identities ◽  
Local Discourses ◽  
Global And Local

Purpose 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 attention to various conceptualizations and measurements of consumer cultural identity. Design/methodology/approach This is a conceptual paper reviewing major works on consumer cultural identities and offering a framework for future considerations of the interplay between global and local identities. Findings The framework identifies two dimensions which underlie consumer cultural identity conceptualizations and measurements: first, consumer engagement with globalization–localization discourses, and second, more general identity beliefs vs consumption-based identity beliefs. Clustering and categorical measure approaches (vs a compensatory approach) are preferred for identifying and exploring global/local/glocal and unengaged consumer cultural identity segments. Research foci should guide use of global and/or local general identity vs consumption-based identity beliefs as predictors of marketplace outcomes or as segmentation variables. Research limitations/implications The conceptualization of consumer cultural identity is based on Berry et al.’s (1986) early work on acculturation and Arnett’s (2002) bicultural identity theorizing, and thus the authors acknowledge four consumer segments, those with: stronger global (weaker local) identity, stronger local (weaker global) identity, strong global and local identities and those unengaged with global–local discourses. The authors review measurement approaches to examine consumer cultural identity and determine that categorical and clustering (vs compensatory) approaches are consistent with the conceptualization of consumer cultural identity segments. Practical implications International marketers can gain insights into major conceptualizations and measurements of consumer cultural identity, and understand the advantages and limitations of different measurement approaches. The authors highlight two important dimensions underlying cultural identity that demand managers’ attention and consideration for strategic decisions. Social implications – this paper brings attention to various conceptualizations and measures of consumer cultural identity, highlighting the need to further examine differences between various cultural identity segments, specifically the unengaged consumers and glocally engaged consumers. Originality/value The paper provides a broadened lens to understanding conceptualizations and measurements of consumer cultural identity, identifying two dimensions underlying consumer cultural identity: consumer engagement with globalization–localization discourses, and more general identity beliefs vs consumption-based identity beliefs.

“We care about others”: discursive constructions of corruption vis-à-vis national/cultural identity in Indonesia’s business-government relations

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kanti Pertiwi
Keyword(s):  
Cultural Identity ◽  
Theory And Practice ◽  
Government Function ◽  
Content Type ◽  
Government Relations ◽  
Starting Point ◽  
Political Dimensions ◽  
Local Discourses ◽  
Global And Local ◽  
Discursive Constructions

Purpose This paper aims to problematize existing conceptualization of corruption by presenting alternative perspectives on corruption in Indonesia through the lens of national/cultural identity, amidst claims of the pervasiveness of corruption in the country. In so doing, the paper also sheds light on the micro-processes of interactions between global and local discourses in postcolonial settings. Design/methodology/approach The study applies discourse analysis, involving in-depth interviews with 40 informants from the business sector, government institutions and anti-corruption agencies. Findings The findings suggest that corruption helps government function, preserves livelihoods of the marginalized segments of societies and maintains social obligations/relations. These alternative meanings of corruption persist despite often seen as less legitimate due to effects of colonial powers. Research limitations/implications The snowballing method of recruiting informants is one of the limitations of this paper, which may decrease the potential diversity and lead to the silencing of different stories (Schwartz-Shea and Yanow, 2013). Researchers need to contextualize corruption and study its varied meanings to reveal its social, historical and political dimensions. Practical implications This paper strongly suggests that we need to move beyond rationalist accounts to capture the varied meanings of corruption which may be useful to explain the limited results of existing anti-corruption efforts. Social implications This study calls for a greater use of qualitative methods to study broad social change programs such as anti-corruption from the perspective of the insiders. Originality/value This paper contributes to the discussion of agency at the interplay between the dominant and alternative discourses in postcolonial settings. Moreover, the alternative meanings of corruption embedded in constructions of national identity and care ethics discussed in this paper offer as a starting point for decolonizing (Westwood, 2006) anti-corruption theory and practice.

The myriad meanings of cultural identities

2019 ◽  
Vol 36 (5) ◽  
pp. 642-646
Author(s):  
Yuliya Strizhakova ◽  
Robin Coulter
Keyword(s):  
Cultural Identity ◽  
Cultural Beliefs ◽  
Cultural Identities ◽  
Future Research ◽  
Research Directions ◽  
Research Attention ◽  
Content Type ◽  
Practical Research ◽  
Future Research Directions ◽  
Global And Local

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.

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

2019 ◽  
Vol 36 (5) ◽  
pp. 628-632
Author(s):  
Rajeev Batra ◽  
Yi Wu
Keyword(s):  
Cultural Identity ◽  
Design Methodology ◽  
Review Paper ◽  
Local Identity ◽  
Global Identity ◽  
Research Attention ◽  
Content Type ◽  
Shared Humanity ◽  
Short Essay ◽  
Global And Local

Purpose 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 implications”) and offer several observations that extend the discussion into new territory. Design/methodology/approach A short essay. Findings The authors pinpoint a lack of research attention within the global consumer culture literature into a manifestation of global identity that can be termed “humanistic global identity.” Originality/value The paper contends that the reactance (conflict) Strizhakova and Coulter point to, which may occur between global and local identity and culture, is more likely in a culture and consumption domain than in a “shared-humanity” domain.

Looking forward: anticipation enhances service experiences

2019 ◽  
Vol 33 (2) ◽  
pp. 148-159 ◽  
Author(s):  
Rosemary Polegato ◽  
Rune Bjerke
Keyword(s):  
Aesthetic Experience ◽  
Complex Model ◽  
Two Dimensions ◽  
Three Dimensions ◽  
Consumer Engagement ◽  
Content Type ◽  
Aesthetic Experiences ◽  
Extrinsic Cues ◽  
Before And After ◽  
Quantitative Analyses

Purpose This paper aims to explore the nature and relationships among the dimensions that constitute expectations, anticipation and post-experience assessment of cultural events, before and after an aesthetic experience, namely, a live Norwegian opera or ballet performance. Design/methodology/approach A triangulation approach is used to combine qualitative and quantitative analyses. Quantitative data collection was conducted at the site before and after a performance experience. Findings Expectations, anticipation and post-experience assessment are found to be multi-dimensional. Expectations and anticipation are identified as distinct constructs. Three dimensions of expectations of quality are extrinsic cues: building and functional attributes, available services and level of employee service. In addition, two dimensions of pre-experience anticipation are identified: anticipation of information gathering activities and anticipation of the event. Post-experience assessment has two dimensions: satisfaction and pride in the building. Two post-experience associations are enthusiasm and inclusiveness. Anticipation of the event and enthusiasm, not expectations, are found to be predictors of satisfaction. Research limitations/implications An understanding of the role of anticipation in consumer engagement and satisfaction with aesthetic experiences could be broadened and enriched by studies that include other service or arts disciplines and within a more complex model of consumer engagement. Originality/value Anticipation is a significant pre-experience phenomenon. Enthusiasm is identified as a post-experience association.

Cultural identities for expatriate workers

2020 ◽  
Vol 36 (5) ◽  
pp. 27-30
Keyword(s):  
Cultural Identity ◽  
Multinational Corporations ◽  
Design Methodology ◽  
Reading Time ◽  
Cultural Identities ◽  
Content Type ◽  
Host Culture ◽  
Pertinent Information ◽  
Expatriate Employees ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Performance of multinational corporations (MNCs) on the global stage can become more effective when expatriate employees adapt positively within different cultural surroundings. How they choose to respond helps ascertain the type of cultural identity strategy potentially most suitable for the host culture in question. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Local and Global Connotations in Sonic Composition

2008 ◽  
Vol 13 (2) ◽  
pp. 123-135 ◽  
Author(s):  
Fabio Cifariello Ciardi
Keyword(s):  
Cultural Identity ◽  
Cognitive Processes ◽  
Cultural Identities ◽  
Musical Piece ◽  
Global Identity ◽  
Global Issue ◽  
The One ◽  
Semantic Dimension ◽  
Global And Local

AbstractAn aspect of the local/global binarism in music regards the cultural identity of the sounds, musical styles and grammars of a composition. This article intends to explore the role of the local/global issue in the context of the semantic dimension of sounds, both during the composition of a musical piece and during its reception.In the first part of the article the local or global identity of a sonic event will be examined from two different perspectives: on the one hand that of the composer, starting from his or her attitudes with regard to the semantic aspects of the sonic material and the compositional processes used; on the other hand that of the listener, starting from the cognitive processes (s)he activates in the search for a musical and an extramusical meaning. Based on this analysis, in the second part of the article the usefulness of describing the cultural identity of a sonic event and more generally its semantic dimensions in terms of ‘shared connotations’ will be explored. Finally, some of the interactions between connoted sonic events will be analysed, mainly focusing on global and local cultural identities.

The translation and adaptation of agile methods: a discourse of fragmentation and articulation

2017 ◽  
Vol 30 (2) ◽  
pp. 396-423 ◽  
Author(s):  
Jan Pries-Heje ◽  
Richard Baskerville
Keyword(s):  
Two Dimensions ◽  
Agile Methods ◽  
Translation Theory ◽  
Content Type ◽  
Agile Methodology ◽  
Local Setting ◽  
The Social ◽  
Multiple Case ◽  
Global And Local ◽  
Analytic Induction

Purpose The purpose of this paper is to use translation theory to develop a framework (called FTRA) that explains how companies adopt agile methods in a discourse of fragmentation and articulation. Design/methodology/approach A qualitative multiple case study of six firms using the Scrum agile methodology. Data were collected using mixed methods and analyzed using three progressive coding cycles and analytic induction. Findings In practice, people translate agile methods for local settings by choosing fragments of the method and continuously re-articulating them according to the exact needs of the time and place. The authors coded the fragments as technological rules that share relationships within a framework spanning two dimensions: static-dynamic and actor-artifact. Research limitations/implications For consistency, the six cases intentionally represent one instance of agile methodology (Scrum). This limits the confidence that the framework is suitable for other kinds of methodologies. Practical implications The FTRA framework and the technological rules are promising for use in practice as a prescriptive or even normative frame for governing methodology adaptation. Social implications Framing agile adaption with translation theory surfaces how the discourse between translocal (global) and local practice yields the social construction of agile methods. This result contrasts the more functionalist engineering perspective and privileges changeability over performance. Originality/value The use of translation theory and the FTRA framework to explain how agile adaptation (in particular Scrum) emerges continuously in a process where method fragments are articulated and re-articulated to momentarily suit the local setting. Complete agility that rapidly and elegantly changes its own environment must, as a concomitant, rapidly and elegantly change itself. This understanding also elaborates translation theory by explaining how the articulation and re-articulation of ideas embody the means by which ideas travel in practice.

Consumer cultural identity: a comment

2019 ◽  
Vol 36 (5) ◽  
pp. 637-641 ◽  
Author(s):  
Nicolas Papadopoulos
Keyword(s):  
Cultural Identity ◽  
Design Methodology ◽  
Academic Research ◽  
Developed Countries ◽  
Additional Research ◽  
Cultural Identities ◽  
Future Research ◽  
Less Developed Countries ◽  
Content Type ◽  
Cultural Orientations

Purpose 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 Robin Coulter. Design/methodology/approach The commentary summarizes the main characteristics of the authors’ study, positions it in the context of globalization, and suggests additional directions for potential future research. Findings The article by Strizhakova and Coulter has many strengths and provides a good base for new studies on consumer cultural identities and their global, local or glocal orientations. Originality/value This paper adds four points on the theme of “what else” might additional research in this area contribute: The need for further investigations into the cultural orientations of consumers in less developed countries; whether and how practitioners use the findings of academic research; the difficulties in absorbing and using the existing voluminous literature when designing new studies; and the benefits to be gained by introducing more granular perspectives in research about consumers’ cultural identities and their effects on their marketplace behaviour.

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

2019 ◽  
Vol 36 (5) ◽  
pp. 702-725 ◽  
Author(s):  
Katerina Makri ◽  
Karolos-Konstantinos Papadas ◽  
Bodo B. Schlegelmilch
Keyword(s):  
Social Networking Sites ◽  
Local Identity ◽  
Strategic Decisions ◽  
Digital Products ◽  
Global Identity ◽  
Content Type ◽  
Actual Usage ◽  
Local Identities ◽  
Cross Country ◽  
Practical Implications

Purpose 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 study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/approach Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Understanding how the contextual variables influence political behaviour in strategic decision-making

2014 ◽  
Vol 7 (3) ◽  
pp. 226-250 ◽  
Author(s):  
Said Elbanna ◽  
Ioannis C. Thanos ◽  
Vassilis M. Papadakis
Keyword(s):  
Decision Making ◽  
Strategic Decision ◽  
Strategic Decision Making ◽  
Strategic Decisions ◽  
Empirical Examination ◽  
Content Type ◽  
Political Behaviour ◽  
Practitioner Education ◽  
The Impact ◽  
Practical Implications

Purpose – The purpose of this paper is to enhance the knowledge of the antecedents of political behaviour. Whereas political behaviour in strategic decision-making (SDM) has received sustained interest in the literature, empirical examination of its antecedents has been meagre. Design/methodology/approach – The authors conducted a constructive replication to examine the impact of three layers of context, namely, decision, firm and environment, on political behaviour. In Study 1, Greece, we gathered data on 143 strategic decisions, while in Study 2, Egypt, we collected data on 169 strategic decisions. Findings – The evidence suggests that both decision-specific and firm factors act as antecedents to political behaviour, while environmental factors do not. Practical implications – The findings support enhanced practitioner education regarding political behaviour and provide practitioners with a place from which to start by identifying the factors which might influence the occurrence of political behaviour in SDM. Originality/value – The paper fills important gaps in the existing research on the influence of context on political behaviour and delineates interesting areas for further research.

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