Abstract
Purpose – The paper discusses contributions to the IMR special issue on “Global Consumer Culture: The Evolving Nature of Global and Local Consumption”Design/methodology/approach – The approach is conceptual with illustrative examples.Findings – The reader finds a melange of what we term the 6 Fs of global consumer culture: facts, fantasies, foundations, formations, fights, and fallouts. Offering many novel insights, the papers published in the special issue embody the burgeoning landscape of issues concerning the evolving nature of global and local consumer cultures, their effects on consumers’ underlying decision-making processes, as well as on how these developments are precipitating a paradigm change in global and local branding approaches.Originality/value – This introduction integrates the contributions made to the special issue along 6 facets by discussing future directions for research on global consumer culture
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