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

Yuliya Strizhakova (Rutgers University, Camden, New Jersey, USA)
Robin Coulter (University of Connecticut, Storrs, Connecticut, USA)

International Marketing Review

ISSN: 0265-1335

Article publication date: 29 May 2019

Issue publication date: 15 August 2019

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.

Keywords

Acknowledgements

The authors thank the editors for the opportunity to engage in this dialogue about consumer cultural identities, and the authors of the three commentaries to our paper, “Consumer cultural identities: local and global cultural identities and measurement implications,” for their insightful contributions. The issues raised in the commentaries further an open dialogue on the provocative topic of evolving consumer cultural identities, and their conceptualization and measurement. In this response, we leverage Westjohn and Magnusson’s (2019) subheading “The Meaning of […]” by adding an “s” because there are myriad meanings to consider. Although many of the issues put forth have implications that touch on global, local, and glocal meanings, we organize our responses around substantive points that have a primary focus on: cultural identity, global cultural identity beliefs, local cultural identity beliefs, the meanings of the unengaged and glocal cultural identity beliefs.

Citation

Strizhakova, Y. and Coulter, R. (2019), "The myriad meanings of cultural identities: A response to commentaries on “consumer cultural identities”", International Marketing Review, Vol. 36 No. 5, pp. 642-646. https://doi.org/10.1108/IMR-01-2019-0015

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited