Abstract
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. Yet, in recent years, powerful political and economic forces suggest that globalization might be stalling, leading to renewed interest in local consumer culture (LCC). This article provides an overview of where the field of international marketing stands on GCC and LCC, and it presents new empirical insights. It elaborates on the roots of GCC and LCC in consumer culture theory, cultural globalization theory, and acculturation theory. This background information sets the context for an in-depth discussion of how international marketers have operationalized consumer attitudes toward GCC and LCC, and their individual-level and national-cultural correlates. The article addresses behavioral and managerial consequences of GCC and LCC and concludes with areas for future research.
Highlights
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace
Some have argued that globalization and homogenization favor those marketers who are able to position their brands as symbols of global consumer culture (GCC; Ozsomer, and Altaras 2008; Steenkamp, Batra, and Alden 2003; Xie, Batra, and Peng 2015)
Glocalization is the likely response for a person who both has a positive attitudes toward GCC (AGCC) and a positive ALCC, while glalienation is driven by a negative attitude toward both GCC and local consumer culture (LCC)
Summary
The last few decades have seen the emergence of global consumer culture (GCC) as an important force in the marketplace. The globalization response is hypothesized to be characteristic for people who embrace GCC (i.e., have a positive AGCC) and reject LCC (i.e., have a negative ALCC). Glocalization is the likely response for a person who both has a positive AGCC and a positive ALCC, while glalienation is driven by a negative attitude toward both GCC and LCC.
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