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1 – 10 of over 43000
Article
Publication date: 29 May 2019

Yuliya Strizhakova and Robin Coulter

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…

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.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 29 April 2020

Shangui Hu, Lingyu Hu and Guoyin Wang

This paper aims to investigate the adverse effects of addiction to social media usage on expatriates' cultural identity change in cross-cultural settings.

1996

Abstract

Purpose

This paper aims to investigate the adverse effects of addiction to social media usage on expatriates' cultural identity change in cross-cultural settings.

Design/methodology/approach

A questionnaire survey was conducted in two public universities in China. Among the questionnaires distributed, 333 useful responses were obtained from international students for data analysis.

Findings

Regression results show addiction to social media usage exerts adverse effects by negatively moderating the relationship between associations with locals and the three dimensions of cultural intelligence. Addiction to social media usage impairs expatriates from developing cultural intelligence from associations with locals, which in turn affects their cultural identity change.

Research limitations/implications

Research findings suggest that expatriates, administrators and educators should be highly aware of the adverse effects of addiction to social media usage in complex cross-cultural settings wherein expatriates are more dependent on information technology. The important role of cultural intelligence should also be highlighted for its bridging role in managing cultural identity change for acculturation purpose. No causal relationships between variables can be established considering the cross-sectional design of the research. Longitudinal or experimental design could be a promising methodology for future efforts.

Originality/value

The current research contributes to the knowledge on information management applied to cross-cultural settings. The present study combines an IT contingent view with cross-cultural study to explore the adverse effects of addiction to social media usage on the development of expatriates' cultural intelligence from associations with locals, thereby influencing cultural identity change. The research provides new perspectives to expand the nomological framework of cross-cultural studies by combining the enabling roles of information technology.

Details

Information Technology & People, vol. 34 no. 2
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 4 January 2011

Estelle Dryland and Jawad Syed

The aim of this paper is to explore issues of cultural identity of the people of Baltistan and any challenges they face in the nation state of Pakistan.

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Abstract

Purpose

The aim of this paper is to explore issues of cultural identity of the people of Baltistan and any challenges they face in the nation state of Pakistan.

Design/methodology/approach

The paper uses a postcolonial lens to offer a review and synthesis of issues of cultural identity of the Balti people of Pakistan.

Findings

The review demonstrates how the historical and socio‐political context is intertwined with the Balti people's cultural identity which remains hybrid as well as contextual in its construction. It reveals that while the state of Pakistan has been able to assert its control over the Balti people and the region of Baltistan predominantly through military means, the critical issues of cultural pluralism and the basic human rights of the Balti people have remained generally ignored throughout the 63 years since partition.

Research limitations/implications

The contentions offered in this paper need to be refined through in‐depth empirical studies. Future scholars may wish to examine the class and cultural politics at work in the emerging renaissance movement in Baltistan. Scholars may also examine how the lack of economic development and investment in Baltistan may be forcing the Balti people to resign (at least some elements of) their cultural identity to seek employment in urban areas of Pakistan.

Originality/value

The paper brings to the fore issues of cultural identity of the people of Baltistan, which have – to a large extent – remained ignored by Pakistan as well as internationally.

Details

Equality, Diversity and Inclusion: An International Journal, vol. 30 no. 1
Type: Research Article
ISSN: 2040-7149

Keywords

Article
Publication date: 13 January 2020

M. Fernanda Wagstaff, Si Hyun Kim, Fernando R. Jiménez Arévalo, Said Al-Riyami and Esperanza Huerta

This paper aims to examine the relationship between individual bicultural identity and attitudes toward diversity. The authors also theorize and test the mechanism through which…

Abstract

Purpose

This paper aims to examine the relationship between individual bicultural identity and attitudes toward diversity. The authors also theorize and test the mechanism through which individual bicultural identity will be more likely to result in positive attitudes toward diversity.

Design/methodology/approach

The authors collected survey data drawing from two different samples and two different measures of attitudes toward diversity. To test the hypotheses, the authors conducted structural equation modeling analyses.

Findings

The authors found that individual bicultural identity increases positive attitudes toward diversity and cultural intelligence partially mediates this relationship. Individual bicultural identity increases positive attitudes to others not necessarily known to us.

Originality/value

The authors integrate the cultural intelligence framework and the common in-group identity model in assessing the role of cultural intelligence in both individual bicultural identity and attitudes toward diversity.

Propósito

Analizamos la relación entre la identidad individual bicultural y las actitudes hacia la diversidad. También discutimos y probamos los mecanismos a través de los cuales, es más probable que una identidad individual bicultural se asocie con una actitud positiva respecto a la diversidad.

Diseño

Recopilamos encuestas con dos muestras distintas y usando dos medidas diferentes de actitudes en torno a la diversidad. Para probar las hipótesis, llevamos a cabo un análisis del modelo de ecuaciones estructurales.

Resultados

Encontramos que la identidad individual bicultural aumenta las actitudes positivas hacia la diversidad y que la inteligencia cultural parcialmente media esta relación. La identidad individual bicultural aumenta las actitudes positivas hacia las demás personas, que no necesariamente conocemos.

Originalidad/Valor

Integramos el marco de la inteligencia cultural y el modelo de identidad común en grupo para evaluar el rol de la inteligencia cultural tanto en la identidad individual bicultural como en las actitudes en torno a la diversidad.

Propósito

Examinamos a relação entre a identidade bicultural individual e as atitudes em relação à diversidade. Além disto, teorizamos e testamos o mecanismo através do qual a identidade bicultural individual terá maior probabilidade de levar a atitudes positivas em relação à diversidade.

Desenho

Coletámos dados de pesquisa a partir de duas amostras diferentes e duas medidas diferentes de atitudes em relação à diversidade. A fim de testar as hipóteses, realizamos análises de modelagem de equações estruturais.

Conclusões

Descobrimos que a identidade bicultural individual acrescenta as atitudes positivas em relação à diversidade, e que a inteligência cultural medeia parcialmente esta relação. A identidade bicultural individual acrescenta as atitudes positivas em relação aos outros não necessariamente conhecidos por nós.

Originalidade/valor

Integramos o quadro da inteligência cultural e o modelo de identidade intragrupo comum na avaliação do papel da inteligência cultural tanto na identidade bicultural individual como nas atitudes em relação à diversidade.

Article
Publication date: 25 May 2022

Mengxia Zhang, Xixuan Guo, Xiaoling Guo and Alain Jolibert

Intangible cultural heritage products (ICHP) in this paper refer to the products made with handicrafts listed as intangible cultural heritage. The purpose of this paper is to…

1240

Abstract

Purpose

Intangible cultural heritage products (ICHP) in this paper refer to the products made with handicrafts listed as intangible cultural heritage. The purpose of this paper is to examine the effects of consumer cultural identity and consumer knowledge on purchase intentions of ICHP, as well as the role of the perceived scarcity for such effects.

Design/methodology/approach

Three between-participants experiments were conducted to investigate the effect of cultural identity on purchase intention of ICHP and the underlying mechanism of the effect.

Findings

The results show that cultural identity has a positive influence on ICHP purchase intention, and this effect is stronger for consumers with higher level of consumer knowledge. Furthermore, perceived scarcity underlies such effect, but the scarcity account holds only for handmade ICHP, not for machine-manufactured products.

Practical implications

The current research suggests that ICHP should remain handmade to preserve their scarcity as a distinctive feature. Additionally, business practitioners handling ICHP should target consumers of high cultural identity, and/or provide iconic cues to activate their cultural identity situationally. Furthermore, it highlights the importance of consumer education programs about ICHP-related knowledge in enhancing the cultural identity effect.

Originality/value

This paper explores systematically the conditions and process of consumers' responses toward ICHP for the first time. Besides, it builds on accessibility-diagnosticity framework and provides novel knowledge about the functioning of consumer cultural identity. It also enriches our understanding of perceived scarcity from the supply side.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 3
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 4 May 2012

Susanne Blazejewski

Biculturals are portrayed as “ideal” boundary spanners and conflict mediators in MNC who switch between or transcend multiple cultural and/or organizational. The paper aims to…

Abstract

Purpose

Biculturals are portrayed as “ideal” boundary spanners and conflict mediators in MNC who switch between or transcend multiple cultural and/or organizational. The paper aims to critically analyze the assumptions behind this positive view on dual identity in MNC and provide an alternative conceptualization re‐positioning dual identity as a situated and potentially contested process.

Design/methodology/approach

The paper theoretically juxtaposes existing concepts of dual identity in the international business literature with recent advances in research on identity in organization studies and psychology as well as critical perspectives on identity.

Findings

A situated approach to biculturalism provides for a greater variety of identity management strategies corresponding to the metaphors of “surfer”, “soldier”, “struggler”, and “strategist” alike, depending on the identity repertoire available, the perceived situation at hand and the interactive processes of identity construction unfolding. From this perspective, the conflict potential associated with dual identity in MNC does not automatically dissolve as suggested by the literature so far, but depending on the situated enactment of dual identity might actually increase, intensify or even re‐direct the lines of conflict.

Research implications and limitations

The paper develops a comprehensive concept of situated bicultural identity processes in organizational contexts, which can serve as a guiding framework of further empirical research on biculturalism in MNC and also provides initial discussions about suitable hypotheses development in this area.

Originality/value

The international business literature so far is dominated by a limited understanding of biculturalism in MNC, strongly influenced by the concept of frame switching in cross‐cultural psychology. The paper introduces an alternative concept of biculturalism as a situated process, which can serve as a framework for further and more varied research on biculturalist identity negotiation in MNC.

Details

Critical perspectives on international business, vol. 8 no. 2
Type: Research Article
ISSN: 1742-2043

Keywords

Article
Publication date: 10 June 2019

Yuliya Strizhakova and Robin Coulter

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…

3574

Abstract

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.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Open Access
Article
Publication date: 3 April 2018

Bidit Lal Dey, John M.T. Balmer, Ameet Pandit and Mike Saren

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

4855

Abstract

Purpose

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

Design/methodology/approach

The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.

Findings

The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.

Research limitations/implications

In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.

Practical implications

Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.

Originality/value

The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.

Article
Publication date: 17 August 2023

Shiran Geng, Hing-Wah Chau, Elmira Jamei and Zora Vrcelj

Smart Heritage is a recently established discourse that entwines smartness and the heritage discipline. Studies have shown that place identity is at the core of value-based…

Abstract

Purpose

Smart Heritage is a recently established discourse that entwines smartness and the heritage discipline. Studies have shown that place identity is at the core of value-based frameworks of built heritage. This study aims to unveil the role of identity in existing Smart Heritage frameworks, which is currently a gap in existing research.

Design/methodology/approach

To better understand place identity in the Smart Heritage context and facilitate future framework establishments, this study uses a cross-case analysis method to scrutinise common trends in the identity development of seven current best practices.

Findings

The results show that current best practices involve smart technologies in sustaining or rebuilding heritage identities, mostly mapped on the local scale. Catered solutions are essential in this context due to historic cities’ variegated pursuits of identity. Most current Smart Heritage projects are at the transitioning stage from digital to smart, as the autonomous ability of smart innovations is yet to be fully realised on the city or the global scale. Researchers are encouraged to draw essence from existing heritage frameworks considering the built heritage’s place identity, which is at the core of culturally sustainable Smart Heritage transitions.

Originality/value

This study concludes with five recommendations for addressing heritage identity in Smart Heritage frameworks, targeting future research avenues. Also, this study furthers the discussion on the linkage of Smart Heritage, place identity and marketing strategy, contributing to the city branding and tourism management field. Future research should extend the case-study selection beyond Europe, which is a recognised limitation of this study.

Details

International Journal of Tourism Cities, vol. 9 no. 3
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 8 July 2022

Ho Jung Choo, Ha Kyung Lee and Jiali Xie

This study aims to investigate the influences of two facets of Vietnamese consumers' cultural identities (i.e. global and national) on their intent to consume Korean lifestyle…

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Abstract

Purpose

This study aims to investigate the influences of two facets of Vietnamese consumers' cultural identities (i.e. global and national) on their intent to consume Korean lifestyle products and services via attitudes toward Korea. The difference between generations (Generation Z vs. X) is examined.

Design/methodology/approach

Data are collected through an online survey firm. The participants are Vietnamese consumers residing in Vietnam, varying in age from teens to those in their 50s (n = 500). The collected data are analyzed by SPSS 21.0 for the descriptive statistics, frequency analysis, and reliability analysis. AMOS 21.0 is employed for confirmatory factor analysis and structural equation modeling (SEM) analysis.

Findings

This study reveals that global identity affects Vietnamese consumers' attitudes toward Korea and their intent to consume Korean lifestyle products and services. Results show that only global identity affects attitudes and behavioral intention toward Korea among generation Xers, while national identity has no effect. For Generation Z (Gen Z), both global and national identities have a positive effect on attitudes toward Korea, which also increases the intent to consume Korean lifestyle products and services.

Practical implications

Measuring individuals' global and national identities will allow brands and retailers to better understand international consumers of various generations and develop global marketing strategies.

Originality/value

This study bridges gaps in the literature on globalized consumption in a non-Western context by identifying how consumers in emerging markets become involved in cross-cultural consumption.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 5
Type: Research Article
ISSN: 1355-5855

Keywords

1 – 10 of over 43000