TY - CHAP
T1 - Cultural identities in the era of globalization
T2 - Implications for consumer behavior
AU - Torelli, Carlos J.
AU - Oh, Hyewon
N1 - Publisher Copyright:
© Americus Reed II and Mark Forehand 2019. All rights reserved.
PY - 2019/1/1
Y1 - 2019/1/1
N2 - With globalization, the marketplace is growing in cultural diversity in terms of both brand offerings (that is, supply) and consumers (that is, demand). The wide offering of brands from every corner of the world brings a variety of cultures to a consumer population that is also growing in cultural diversity. This chapter reviews recent research on globalization, cultural identities and branding to explain how multicultural consumers navigate a marketplace loaded with a mixture of cultural meanings. The central premise is that globalization promotes culture-mixing within the individual, as well as outside the individual in products and brands. Culture-mixing can create conflict within the individual, and may result in negative brand evaluations. However, resolving cultural conflict can improve consumer well-being and generate favorable brand attitudes. The chapter identifies multiple factors that determine the extent to which cultural conflict is resolved, and outlines an agenda for future research in this area.
AB - With globalization, the marketplace is growing in cultural diversity in terms of both brand offerings (that is, supply) and consumers (that is, demand). The wide offering of brands from every corner of the world brings a variety of cultures to a consumer population that is also growing in cultural diversity. This chapter reviews recent research on globalization, cultural identities and branding to explain how multicultural consumers navigate a marketplace loaded with a mixture of cultural meanings. The central premise is that globalization promotes culture-mixing within the individual, as well as outside the individual in products and brands. Culture-mixing can create conflict within the individual, and may result in negative brand evaluations. However, resolving cultural conflict can improve consumer well-being and generate favorable brand attitudes. The chapter identifies multiple factors that determine the extent to which cultural conflict is resolved, and outlines an agenda for future research in this area.
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U2 - 10.4337/9781788117739.00034
DO - 10.4337/9781788117739.00034
M3 - Chapter
AN - SCOPUS:85089634079
SN - 9781788117722
SP - 332
EP - 345
BT - Handbook of Research on Identity Theory in Marketing
ER -