The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

Strizhakova, Yuliya; Coulter, Robin A.; Price, Linda L.

doi:10.1016/j.ijresmar.2011.08.002

Cited by 132 publications

(157 citation statements)

References 72 publications

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“…Globalization has wide-ranging consequences for both psychological processes (Arnett, 2002) and for consumer responses to market offerings (Alden, Steenkamp, & Batra, 1999). Importantly, globalization often requires consumers to make difficult trade-offs and to hold potentially conflicting beliefs (e.g., Strizhakova, Coulter, & Price, 2012;van Ittersum & Wong, 2010). This opens up many exciting new areas of research.…”

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confidence: 99%

Identity-Based Consumer Behavior

et al. 2012

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Although the influence of identity on consumer behavior has been documented in many streams of literature, the absence of a consistent definition of identity and of generally accepted principles regarding the drivers of identity-based behavior complicates comparisons across these literatures. To resolve that problem, we propose a simple but inclusive definition of identity. Identity can be defined as any category label with which a consumer selfassociates that is amenable to a clear picture of what a person in that category looks like, thinks, feels and does. Building from this definition, we propose the following five basic principles that can help researchers model the process of identity formation and expression:(1) Identity Salience: identity processing increases when the identity is an active component of the self; (2) Identity Association: the non-conscious association of stimuli with a positive and salient identity improves a person's response to the stimuli; (3) Identity Relevance: the deliberative evaluation of identity-linked stimuli depends on how diagnostic the identity is in the relevant domain; (4) Identity Verification: individuals monitor their own behaviors to manage and reinforce their identities; and (5) Identity Conflict: identity-linked behaviors help consumers manage the relative prominence of multiple identities. To illustrate the potential usefulness of these principles for guiding identity research, we discuss new avenues for identity research and explain how these principles could help guide investigations into these areas.

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confidence: 99%

Identity-Based Consumer Behavior

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“…In this special section, Strizhakova et al (2012) build up on their prior work and assess "glocal" cultural identity of the young adult market on global-local identity beliefs (belief in global citizenship through global brands, nationalism, and consumer ethnocentrism) in the emerging markets of Russia and Brazil. Results across two studies indicate three distinct segments, two of which, the Glocallyengaged and the Nationally-engaged, are consistent across countries.…”

Section: How Are Consumer Perceptions Of Gbs Shaped?mentioning

confidence: 99%

“…They find a third idiosyncratic segment in each country, the Unengaged in Russia and the Globally-engaged in Brazil. Strizhakova et al (2012) suggest the Globally-engaged and the Glocally-engaged as the most viable segments for multinational firms are; these segments have an identity that is grounded in both global and local cultures and respond favorably to both global and local brands. Nationallyengaged consumers have a more localized identity; they are a more challenging target for firms offering only global brands.…”

Section: How Are Consumer Perceptions Of Gbs Shaped?mentioning

confidence: 99%

A global brand management roadmap

Özsomer

Batra

Chattopadhyay

et al. 2012

International Journal of Research in Marketing

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“…It is especially important in certain product categories (e.g., alcoholic beverages, cereals, credit cards, clothing, fast food restaurants, jewelry and accessories, sportswear, tobacco), whose brands target worldwide segments of consumers, such as the teenager and affluent segments (Chu & Huang, 2010;Hassan & Katsanis, 1991;Strizhakova, Coulter, & Price, 2012). In many product categories, perceived brand globalness could create consumer perceptions of brand superiority (Dahan & Peltekoglua, 2011;Dimofte, Johansson, & Ronkainen, 2008;Kapferer, 2004;Shocker, Srivastava, & Ruekert, 1994;Strizhakova, Coulter, & Price, 2011).…”

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confidence: 99%

Determinants of the Success of Global and Local Brands in Latin America

Farías

2015

Rev. adm. empres.

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Determinantes do sucesso de marcas globais e locais na América Latina Determinantes del éxito de las marcas globales y locales en América Latina ABSTRACTThe purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses are tested using data obtained from top brands rankings reported in five Latin American markets (Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands are global or local brands, with product category characteristics as independent variables. Results reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship do have an impact on the success of global and local brands in Latin America. KEYWORDS | RAE-Revista de Administração de Empresas | FGV-EAESP

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The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace

Cited by 132 publications

References 72 publications

Identity-Based Consumer Behavior

Identity-Based Consumer Behavior

A global brand management roadmap

Determinants of the Success of Global and Local Brands in Latin America

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