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The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities.

Strizhakova and Coulter (2019) offer valuable service in their discussion of the conceptualization and measurement of local and global identities. The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The authors also find that another relevant identity-relevant construct is that of consumer disidentification that represents active rejection of one’s national identity as opposed to the passive disinterest represented by the unengaged category.

This commentary offers a new perspective to the local-global identity discourse by integrating consumer disidentification as the active rejection of identity.

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.

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”.

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.

The paper addresses important issues and future research directions about the provocative topic of consumer cultural identities, their meanings, measurements and practical/research implications.

As part of the globalizing work environment, new forms of organizations have emerged, ranging from international to multinational and transnational organizations. These forms of organizations require high levels of cross-national interdependence, and often the formation of multicultural teams (MCTs), nested within multinational organizations. Employees who operate in the global multinational context should share common meanings, values, and codes of behaviors in order to effectively communicate with each other and coordinate their activities. What helps global multicultural team members create the social glue that connects them to each other, above and beyond the national cultures to which they belong? We propose that a more macro-level meaning system of a global work culture, which is the shared understanding of the visible rules, regulations, and behaviors, and the deeper values and ethics of the global work context, that is formed outside of the level of national cultures, binds members of MCTs. At the individual level, the representation of these global work values in the self leads to the emergence of a global identity, which is an individual's sense of belonging to and identification with groups (such as MCTs), operating in the global work environment of multinational organizations. The chapter focuses on the potential influence of a global work culture, and of a global identity on the effectiveness of MCTs.

A consequence of globalization is the deterritorialization of space, place, and territory, as well as culture and identity. Focusing on identity-in-context within externally imposed, integral, and multilevel changes, a review of contemporary and post-modern literature contributes an expanding and fluid, albeit insufficient, trajectory for global identity development. Building on this earlier work, this paper offers a model of global identity, provoked by and responding to four key tensions salient to global leaders in the deterritorialized environment. Using a developmental paradigm, the expanded conceptualization comprises a re-constructive, developmental process of global identity, multidimensional identities as a constellation enabling spanning and navigating porous boundaries, an interdependency construct of relational belonging that transcends geography, and a sense of advocacy for extended global responsibility. Transformational opportunities for global identity development and future research are suggested.

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.

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.

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.

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.

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.

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.

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.

While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well.

The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies.

The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other.

The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced.

Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.

While the competencies required for global leaders' boundary-spanning have been significantly explored in literature, less attention has been paid to the processes involved in this work. This chapter examines global leaders' boundary-spanning actions, highlighting the need for leadership practices that enhance team cohesion and reinforce an organization's identity to global members. We introduce the organizational-theory concept of identity custodianship and demonstrate its use for understanding the social processes involved in global leaders' boundary-spanning.

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.

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 purpose of this paper is to explore the interplay between identity and global mobility in the careers of senior, female talent, uniquely taking into account the perceptions of both female and male participants. In addition, the role organisations can play in enabling women to overcome these identity constraints is identified.

This interpretivist study draws on data from 38 in-depth interviews with senior managers in a large, multinational organisation to elicit a rich picture of how such careers are enacted.

Findings reveal how identity conflicts function as a glass border for globally mobile, senior female talent. Ways in which talent can access positive identity narratives to inform global mobility choices are identified.

The limitations of this study include the relatively small sample size and the single case design of this research. The findings, however, offer insights into the identity work of globally mobile, female talent across different contexts.

Organisations can facilitate access to identity narratives through mentoring, face-to-face forums and via the internet to enable globally mobile, female talent to make more informed global mobility choices.

Drawing on identity theory, this paper examines how identity work for globally mobile, female talent has more fluid interpersonal boundaries than for men, creating on-going identity struggles. In highlighting how identity narratives can act as a means of breaching the glass border and facilitating global mobility for female talent, a contribution is made to existing debates in the fields of identity, gender studies and global talent management.