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The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.

The approach is conceptual with illustrative examples.

GCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.

Marketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.

The proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions.

The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s continued move toward greater integration.

The study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization.

Globalization is often thought of as a necessary condition for the existence of global brands and GCC. However, global brands existed long before the transition toward an increasingly integrated world. Further, global branding is related to the development of GCC as an intermarket segment. The paper also highlights the absence of an operational definition for global brands and the overemphasis on consumer brands as the drivers of much of the research in global branding and GCC.

The paper offers a different perspective on the GCC phenomenon, and identifies new avenues for future research.

This paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in materialistic tendencies are most likely to evidence among consumers as they seek to assert, restore, or enhance their self-concept and status in the context of global consumption trends.

The psychographic determinants of materialism were rigorously validated across a diverse set of eight countries, by investigating which facets of acculturation to global consumer culture and national ethnic identity, along with consumer ethnocentrism, encourage or repel materialism. Using multigroup SEM and other analyses, the authors confirmed construct dimensionality and ascertained the stability of the relationships.

The most consistent positive drivers of materialism were self-identification with global consumer culture and exposure to American-based global mass media. The results demonstrated the compatibility of national identity and traditions with materialistic tendencies. Materialism was positively related to or independent of consumer ethnocentrism.

The findings offer consequential insights for both research and practice, although the cross-sectional character of survey research and certain sampling characteristics limit their generalizability.

The results pinpoint segments that spill over national boundaries, and those that remain geographically constrained, thus providing guidance for marketing and communication strategies to practitioners.

The authors shed light on two widely held yet insufficiently researched assumptions: that the homogenizing effect of global consumer culture may be fomenting materialism worldwide, and that nationalistic, parochially oriented consumers may be more capable of resisting materialistic values.

The study design addresses several shortcomings of prior research, and its findings advance the understanding of materialism and its antecedents by identifying the conditions driving materialistic tendencies.

This article attempts to understand the impact of global consumer culture and ethnocentric consumerism on global citizenship by identifying the mediating effect of cultural intelligence.

The proposed structural equation model explains the relationship between global consumer culture, ethnocentric consumerism, and global citizenship. The empirical analysis involves an online survey targeted young people in Indonesia context.

The empirical evidence broadly supports the view that cultural intelligence strengthens the impact of global consumer culture and ethnocentric consumerism on global citizenship. There is a strong tendency in this study to suggest that global consumerism will not be able to contribute to global citizenship unless cultural intelligence provides as a mediating variable. However, the results do not support the mainstream literature, which suggests that ethnocentric consumerism harms global citizenship.

This study extends the discussion on achieving sustainable development by examining global citizenship leads to a better understanding of consumer culture theory.

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.

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.

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.

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.

This proposed framework is also designed for marketing managers as a new tool to facilitate their global strategic planning.

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.

With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA.

A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships.

Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance.

The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments.

Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands.

Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands.

This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture (GCC).

Based on many findings from the study of consumer behavior, the assumed drivers of GCC are discussed and a suggestion for new research is made.

Instead of globalization processes that drive GCC, the most dominant process is a local-global-local cycle of global products and brands.

It offers a different approach to the study of global vs local products and brands. It is suggested that instead of continuing abstract discussions of GCC, scholars do more service to international marketing by researching developments in the real world.

The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research.

The paper is a thought piece.

The unprecedented globalization of the marketplace in the last 50 years has given rise to the emergence of GCC, and the rise of global companies and global brands, among others. Yet, as one surveys the globalscape, there are developments on the horizon that might threaten continued globalization. In this paper, the author discusses these developments and their implications around three interrelated, yet distinct, components of globalization: global integration of world economies, GCC and global brands.

The paper identifies unique research opportunities to study GCC in an emerging business context in which continued global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value.