TY  - JOUR
AB  - Purpose– Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this paper is to propose a conceptual framework designed to help clarify discussion and facilitate theoretical progress.Design/methodology/approach– By integrating Rosch's categorization theory into the discussion of whether consumer cultures globalize, glocalize, or localize, several propositions can be formulated that help structure this discussion systematically.Findings– It is demonstrated that arguments for global consumer culture (GCC) are most easily made at the superordinate level. However, their strength (versus glocal and local consumer culture) at the basic and subordinate levels is moderated by whether meanings associated with the consumption factor are primarily functional or symbolic.Research limitations/implications– Future research should empirically validate this initial effort. In addition, scholars should examine from a non‐western centric perspective whether GCC is emerging across the different category levels and meaning systems. Furthermore, emic research is needed to examine the emic meanings of the categories herein.Practical implications– This proposed framework is also designed for marketing managers as a new tool to facilitate their global strategic planning.Originality/value– This paper moves the GCC culture debate forward by integrating, for the first time, categorization theory into the discussion. This is of value for both academics and practitioners.
VL  - 25
IS  - 2
SN  - 0265-1335
DO  - 10.1108/02651330810866263
UR  - https://doi.org/10.1108/02651330810866263
AU  - Merz Michael A.
AU  - He Yi
AU  - Alden Dana L.
ED  - David A. Griffith
PY  - 2008
Y1  - 2008/01/01
TI  - A categorization approach to analyzing the global consumer culture debate
T2  - International Marketing Review
PB  - Emerald Group Publishing Limited
SP  - 166
EP  - 182
Y2  - 2024/09/22
ER  -