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Global consumer culture: epistemology and ontology

Global consumer culture: epistemology and ontology 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 dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.Design/methodology/approachThe approach is conceptual with illustrative examples.FindingsGCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.Research limitations/implicationsMarketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.Originality/valueThe proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Global consumer culture: epistemology and ontology

International Marketing Review , Volume 36 (4): 25 – Aug 14, 2019

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0265-1335
DOI
10.1108/imr-10-2018-0287
Publisher site
See Article on Publisher Site

Abstract

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 dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.Design/methodology/approachThe approach is conceptual with illustrative examples.FindingsGCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.Research limitations/implicationsMarketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.Originality/valueThe proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions.

Journal

International Marketing ReviewEmerald Publishing

Published: Aug 14, 2019

Keywords: Global consumer culture; Appropriation; Globalization; Acculturation; Indigenization; Creolization

References