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Purpose – Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs. Design/methodology/approach – A hermeneutic analysis of 24 in-depth interviews was conducted with luxury brand consumers in New Zealand. Findings – The findings describe two cultural beliefs that convey divergent meanings and shape luxury brand consumption styles in a multicultural marketplace. More specifically, the authors illustrate that consumers can be influenced by and shift between both local and foreign cultural beliefs in a single national market. Research limitations/implications – The study offers a situated account of the New Zealand luxury market. Other cultural beliefs may be in operation in different national markets. Originality/value – This paper makes three contributions to the international marketing of and cross-cultural considerations for luxury brands. First, the authors illustrate that cultural diversity must be considered not only at the cross-national level, but also at the intra-national level. In particular, the authors show that the global-local dichotomy in cross-cultural luxury branding needs to be augmented with the local-foreign dimension. Second, this is the first study in this area to empirically demonstrate the impact of multicultural marketplaces on luxury brands, where consumers emerge as contextual cultural shifters. Third, the authors advocate a shift from the prevailing glocal approach to a new multicultural approach in luxury branding.

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Purpose The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers who move from one cultural context to another. This paper aims to extend this thesis by examining further dimensions in migrant consumers’ experiences of home culture consumption. Design/methodology/approach This paper analyses data gathered through multi-modal depth interviews with Southeast Asian skilled migrants in New Zealand through the conceptual lens of embodiment. Findings Building on Dion et al.’s (2011) framework of ethnic embodiment, the analysis uncovers home culture consumption as multi-layered experiences of anchoring, de-stabilisation and estrangement, characterised by convergence and divergence between the embodied dimensions of being-in-the-world, being-in-the-world with others and remembering being-in-the-world. Research limitations/implications This paper underscores home culture consumption in migration as an ambivalent embodied experience. Further research should investigate how other types of acculturating consumers experience and negotiate the changing meanings of home. Practical implications Marketers in migrant-receiving and migrant-sending cultural contexts should be sensitised to disjunctures in migrants’ embodied experience of consuming home and their role in heightening or mitigating these disjunctures. Originality/value This paper helps contribute to consumer acculturation theory in two ways. First, the authors show how migrants experience not only comfort and connection but also displacement, in practices of home culture consumption. Second, the authors show how migrant communities do not only encourage cultural maintenance and gatekeeping but also contribute to cultural identity de-stabilisation.

The international expansion of Korean popular music (K-pop) reflects the increasing dislocation of cultural globalization from Western centers, spurred by the rise of cultural, economic, and political institutions within different regions. This study adopts a translation theory perspective on how the meanings of such cultural products from the ''periphery'' become transculturally intelligible. In this endeavor, we analyze the role of online fan-generated paratexts in translating the global consumptionscape of K-pop. We reveal how translation practices enable cultural understanding and reinscribe transcultural identity politics, inverting and unsettling ''traditional'' center-periphery dynamics. Fan translation practices emerge as a key node in processes of cultural globalization, underscoring the role of consumer-as-translator and situating cultural globalization not only in localized spaces but also in the mediated transcultural space of the paratextual field.