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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.

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.

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.

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

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.

This paper aims to explore Chinese female international students’ construction of global citizenship identity by examining their accumulation of cultural capital in different forms from transnational higher education in the UK.

Participant observations and in-depth semi-structured interviews were conducted with Chinese female international students at a British university to explore their experiences with transnational higher education, cultural identities, the construction of global citizenship and perceived future job opportunities.

In this research, participants revealed that accessing a global elite university helps them accumulate institutionalised cultural capital. Embodied cultural cultivation acquired from transnational higher education is justified by students’ experiences in the context of transnational higher education. Rising confidence is shown by the participants’ narration and global-oriented awareness, which is their ability to understand and respect people from diverse cultural backgrounds, which was developed during their studies in the UK. However, they still realise the potentially difficult conversion of cultural capital to real job competitiveness. Recognition of global citizenship identity may be complicated if students plan to return home after studying.

This study provides further insight into the single-child generation of globally mobile Chinese female international students. Participants were aware of the positive accumulation of cultural capital in its embodied and institutionalised forms obtained from the UK higher education system and its contribution to the construction of global citizenship identity. However, the newly constructed global citizenship identity remains complex. Participants question the extent to which the new identity fits into the Chinese social context if they decide to return home.

To the best of the author’s knowledge, the originality of the paper lies in expanding the global citizenship framework with the specific application of Bourdieu’s theory of cultural capital to show Chinese female international students’ study experiences in UK transnational higher education, rather than addressing the Chinese international student experience in general.

This chapter proposes selected cultural values and worldviews of cosmopolitan individual cultural identity as an ideal and model for international and transnational higher education, in teaching and learning, benefitting individuals and institutions. As a “metacultural position” and interactive engagement with the “Other,” cosmopolitan teaching and learning could impact national and global higher education. Such reflection of timeless educational values and ideals could benefit the development higher education systems in our ever more globalizing world.

Conceptually, cosmopolitan identity is defined via a complex literature matrix of key issues and concerns of world citizenship, substantiated and enriched by considerable critical thinking. Empirically, an investigation of highly multilingual students for revelations of their global identity strengthens and furthers this framework. Overall, interdisciplinary insights from literary, social, media and gender studies complement contributions to higher education's universality and values, so as to suit individual, institutional, and international needs.

Cosmopolitan features and values could harmonize global knowledge systems yet without cultural hegemonies, by building cross-cultural standards via best identity notions and practices. Recognizing equally valuable cultural contributions would also improve institutions' diversity, equity, and inclusion, raising educational quality, motivations, and expectations. Cosmopolitan identity could thus educationally enrich and institutionally empower for global complexity and uncertainty.

Educational stakeholders could shape institutions for cosmopolitan cultural values and increased diversity, with transnational norms and practices grounded in local realities, such as improved linguistic competences, or increased cultural understanding and engagement. Individual internationalization could therefore develop parallel to cultural and educational worldviews, expandable and improvable on an open-ended scale.

Luxury consumption has evolved, and two important reasons behind the change include globalization and the COVID-19 crisis. These factors have led to the rise of new luxury consumption, which is different from traditional luxury consumption. This study examines how consumers’ identities shape their intentions to consume traditional luxury and new luxury brands.

The theoretical underpinnings of the schema congruity theory and heuristic systematic framework were applied to understand the role of identities in determining consumers’ regulatory focus, price luxuriousness inference and preference for traditional and new luxury brands.

Findings suggest that the global identity of consumers shapes their promotion focus and price luxuriousness inferences. However, their local identities induce a prevention goal. Consumers with such a goal are unlikely to make price luxuriousness inferences. Further, these inferences lead to the choice of traditional luxury over new luxury brands. The results also establish the moderating effects of consumer flexibility.

The extant literature is inconclusive on the role of globalization in luxury consumption and ignores new luxury brands. The current study shows the impact of identities and regulatory focus on traditional and new luxury consumption. The findings also indicate consumers’ regulatory focus and price luxuriousness inference as the reasons behind the influence. The paper also implies that consumers open to renting, sharing or buying second-hand goods will prefer new luxury over traditional luxury brands.

The paper examined the impact of brand-identity expressiveness and perceived brand value that was neglected in prior literature, in addition to perceived brand quality and prestige, on behavioral intention. Research also tests if certain consumer values moderate this relationship.

Mall-interception technique was used. Also, partial least square-structural equation modelling (PLS-SEM) was used to analyze data and test research hypotheses.

Results indicate that perceived brand globalness (PBG) and perceived brand localness (PBL) are significantly positively associated with perceived quality and prestige. Besides, the inclusion of brand-identity expressiveness and perceived brand value was supported. PBL showed a greater association with brand identity expressiveness compared to PBG, different from previous findings. Furthermore, the total indirect effect of PBG on behavioral intentions was significant through the routes of perceived quality and prestige, compared to a weak and non-significant effect for PBL through the quality route.

This study proposes a comprehensive model testing additional pathways through which global and local brands can boost their preferences.

Lesbian, gay, bisexual, transgender, and queer (LGBTQ+) individuals face an elevated level of prejudice in various social settings like sports. These biases can relate to internalized stigma, which might prompt LGBTQ+ athletes to implement numerous identity coping strategies. Muslim LGBTQ+ athletes are likely to experience these dynamics more than others. However, there remains a dearth of scholarship on understanding how Muslim LGBTQ+ athletes employ different identity development coping strategies to tackle the prevalent stigma against them and use their visible identity development process as a means of social activism. Hence, in this book chapter, the authors explore the development of Muslim LGBTQ+ sportspersons' visible identity by defining the forces that shape their identity. The first author of the book chapter sheds light on his experiences while working with the LGBTQ+ community in the Islamic Republic of Pakistan and his recent interactions with the Muslim LGBTQ+ community in North America. The authors then highlight how Muslim LGBTQ+ athletes might use different identity coping strategies to show personal agency against the heteronormative system. Furthermore, the authors elucidate how sexual orientation intersects with religion within the sociocultural domain in shaping the identity and present global Muslim LGBTQ+ identity typology. Finally, the authors argue that Muslim LGBTQ+ athletes' visible identity depends upon two factors: religious negative/positive self-beliefs about religion Islam's openness toward LGBTQ+ rights and social acceptance, bounded by time and space.

This chapter explores how identity formation in Appalachia is impacted by globalized processes. Residents of the region are often understood as inhabiting space belated which ignores the ways that global processes of extraction, exploitation, colonialism, and national politics come to impact the region and its inhabitants. Rooted in narratives of time, death, and belonging, personal identity formation in Appalachia is as rich and complex, while often unseen, as the region is itself. By understanding the way selective hegemonies and colonial narratives have impacted the region, we can begin to explore how these same concepts have begun to impact personal development.

Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.

Three experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.

Consumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.

The research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.

This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.

The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.

The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.

This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.