“…The foundations of transnationalism date back to the late nineteenth century, when the massive migration of non-Anglo-Saxon migrants from Eastern and Southern Europe to the U.S.A., whilst giving rise to a new American nation (Bourne, 1916), caused apprehension (Nagel & Staeheli, 2004). More recently, in order to challenge the principles that define a nation, scholars (Glick Schiller, Basch, & Szanton Blanc,1992;Jusdanis, 2001) have used transnationalism in Western societies as opposed to nationalism. Within research into consumer ethnicity, transnationalism has been restrictively referred to as transnational consumer culture (Askegaard & Özaglar-Toulouse, 2011;Cayla, & Eckhardt, 2007;Matthews, 2000;Smith, 1990) and thus associated with-either as a synonym for or a side effect of-globalization.…”