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A model of cultural intelligence and global identity

Arilova Randrianasolo (Department of Marketing, Butler University, Indianapolis, Indiana, USA)
Alexey Semenov (Department of Management, Belmont University, Nashville, Tennessee, USA)
Mark Arnold (Department of Marketing, Saint Louis University, St. Louis, Missouri, USA)
Kristy Reynolds (Department of Marketing, University of Alabama, Birmingham, Alabama, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 8 August 2020

Issue publication date: 13 October 2020




This paper aims to propose an original model of cultural intelligence (CQ), global identity and consumer willingness to buy foreign products. Previous research has discussed the relationships between CQ and global identity but only in the context of multi-cultural management teams. The research presented here proposes a model that is applicable to consumer marketing.


Online surveys are used to collect data from the USA with a snowball sampling technique and from the UK with panel data. A structural equation model (SEM) is estimated in analysis of moment structures 25 and Hayes bootstrap mediation tests are used to test the hypotheses.


The SEM results show that global identity influences motivational CQ, motivational CQ influences cognitive, metacognitive and behavioral CQ and cognitive and behavioral CQ influence consumer willingness to buy foreign products. Results from Hayes Bootstrap mediation tests show that motivational CQ mediates the relationships between global identity and the other three CQ dimensions.

Practical implications

The findings imply that firms can gauge and enhance consumer CQ levels by investigating or influencing levels of global identity; managers can influence or gauge consumer metacognitive, cognitive and behavioral CQ through motivational CQ; and managers can target consumers with high cognitive and behavioral CQ levels when marketing foreign products.


This paper not only provides a deeper understanding of the relationships between global identity and cultural intelligence but also incorporates CQ in a consumer context. Previous research has only discussed CQ in the context of managers.



The authors thank the anonymous Journal of Consumer Marketing reviewers and Journal of Consumer Marketing Editor Dr Patricia Norberg for their helpful feedback.


Randrianasolo, A., Semenov, A., Arnold, M. and Reynolds, K. (2020), "A model of cultural intelligence and global identity", Journal of Consumer Marketing, Vol. 37 No. 7, pp. 821-832.



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