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The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The conceptual framework is tested on samples from three countries – United States, India, and China. The data are analyzed using partial least squares structural equation modeling. The belief that global brands are of higher quality, more socially responsible, and deliver a sense of belongingness to a global community led to an orientation toward globally available consumption alternatives, or global consumption orientation (GCO). High GCO has been associated with preferences for global brands; however, we find that while this preference indeed extends to global brands based in foreign countries, it does not extend to global brands based in the home country. The study of global brands seldom distinguishes among types of global brands. This research examines global brands based on their foreign versus domestic origin; thus it offers a more nuanced understanding of the boundaries for the value of global brands.

Purpose – The purpose of this article is to investigate consumption discourses in contexts characterized by multiple cultures and intercultural contacts, as multicultural contacts and multiple migrations challenge existing consumer acculturation models based on a dualistic process of acculturation. This chapter explores empirically the character of cultural reflexivity and its expression in consumers’ discourses. Given that nostalgia is one prominent dimension of the migration conceptualization, we seek to understand how the role of nostalgia changes in contexts where consumers are decreasingly territorially embedded agents.

Methodology – The study rests on in-depth analysis of migrant narratives from two research phases. While the first phase encompasses in-depth interviews, the second one combines interviews and observations to provide a depiction of intercultural contact within the micro cosmos of a multicultural apartment.

Findings – The findings of this chapter illustrate how migrants develop different nostalgic discourses, to either (re-)appropriate the Expatriate as defined by James (1999), or to appropriate global consumptionscapes through nostalgia for the routine.

Research implications – On the basis of these findings, the article discusses cultural reflexivity in terms of naturalization and cultivation narratives (Wilk, 1999), proposing shifts between reflexive and routinized consumption practices as basis for consumers’ cultural reflexivity.

Originality/value of chapter – The contribution of this chapter is firstly a contextualized and empirically grounded definition of cultural reflexivity. Secondly, it demonstrates that migrants’ consumption discourses revolve more around disruptions of routines than around acculturation processes. Thirdly, the chapter illustrates the use of nostalgia for emotional valorization of cultures beyond classical home cultural authenticity discourses.

We introduce critical regionalities and the archipelago metaphor as an analytic lens for interrogating and redrawing regional borders while preserving the benefits of a regional approach.

Using secondary data from Latin America, we interrogate the mode by which regions are adopted in marketing and consumer research, raising a discussion of the analytical scales and boundaries of regional cultures, considering regional interdependencies and their common sociohistorical backgrounds.

We use the critical regionalities approach to examine the rise of gated-communities in Latin America and demonstrate how a regional approach can reveal connections between meso-level sociohistorical processes and cultural values.

The critical regionalities approach transforms assumptions of national or global scales into tools of inquiry: both the nation and the globe become possible scales to contrast with regional archipelagos and enhance researchers’ reflexivity of the how’s and why’s of consumer phenomena.

The method prompts cultural researchers to adopt scales of analysis that more closely reflect the social phenomena being studied, which is especially useful for understanding emerging markets and marginalized areas. We also emphasize the importance of attending to consumer cultural phenomena and processes in non-Western contexts.

The paper offers a solution for the conundrum of how to write about regions without essentializing them. Marketers and policy makers can use the concept of cultural archipelagos to define new segments and understand new markets, without the need to conform to preestablished geographic or political borders.

In examining the issues relating to global marketing strategy, scholars have primarily focused on marketing opportunities in the developed world. Recently, rapid rates of growth in emerging market countries have resulted in a growing interest in the market potential of these countries. Developing a global marketing strategy to target these diverse types of markets suggests the need to develop divergent strategies for different types of markets rather than focusing on integrating strategies across markets. To date, however, little is known about how to achieve this effectively. This paper briefly reviews past approaches to these issues and then indicates critical topics for future research.

As Comaroff and Comaroff argue, in their discussion of the intersection of ethnographical research and historical perspectives, social change is a dynamic process in which existing social and political tensions, local and global, are played out, with an uncertain outcome. Change is often about how competing groups come to power (Comaroff & Comaroff, 1992). Consumer researchers have already applied this perspective on class, consumption, and change in places as widespread as Niger and the US, but not to Eastern Europe.

This study investigates how direct cultural interaction between a supplier country’s personnel and host country purchasing decision makers (HCNs) occurring during the exporting of professional, high-contact services can help shape the latter’s perception of the image of the supplier country and their willingness to buy its services or products. The article develops a theoretical framework that identifies those key drivers and their relationship.

This is a conceptual paper based on a comprehensive review of the literature complemented by a pilot study with offshore executive MBA programs.

A conceptual model is developed with a series of testable propositions.

The framework should help companies and organizations involved in the exporting of such services devise programs to bolster the image of their country as a provider of these and other services and products.

Trade in services is becoming a lifeline for many developed countries that have seen their manufacturing industries relocate to low labor-cost countries. Thus, it is imperative for these countries to bolster their COO to gain competitive advantage. Developing countries can also use such a framework as a means of improving the overall image of their own country and its products.

This research complements those rare studies done on the acculturation of HCNs by examining, for the first time, this process in the context of the exporting of professional services and on how it can lead to changes in the perception of the HCNs vis-à-vis the image of the supplier country.