Conceptualizing the Field. Consuming the Other, Marketing Difference

Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets

“…It corroborates a prior research proposition (Zhang & Khare, 2009;Askegaard et al, 2005) that GCA refers to an 'imagined' cultural entity informed by consumer desires for modernity and status but does not cater to individuals' need for affiliations with cultural systems informed by unique meanings and heritage (such as LC and/or FC). Such a perspective stresses the need to conceptually differentiate between: 1) pure-GC identity encapsulating a progressive cosmopolitan outlook (expressed through appreciation of intercultural/international exchange and cultural diversity combined with the need to perform detachment from specific cultural contexts through expatriation, regular travel and/or consumption) characteristic of a transnational population belonging/aspiring to global elites, which may be relatively small in size on a national market level; and 2) emergence of pure-GC identity as a process of sociocultural change to political and cultural codes in societies that is neither guaranteed, nor sufficient to erode the need for specific yet diverse culture(s) affiliations for substantial population segments in a given national market (Woodward & Emontspool, 2018). That GCA is deployed in varying combinations of affiliation(s) with other types of cultures (LC/FCs) underscores the need to further advance theorizations of how GC intersects with the multiple cultural entities comprising intra-nationally diverse markets (Cleveland, 2018;Demangeot et al, 2015).…”

Crafting food products for culturally diverse markets: A narrative synthesis

“…Thus, Asian brands in Southeast Asia that are experienced as a modernizing narrative of progress (e.g., the British Cadbury Kopu-C chocolate bar developed for the Malaysian market) sometimes enter uneasily into some consumers' daily experiences (Cayla & Eckhardt, 2008). What does it mean to marketize cultural tradition in the service of cosmopolitanism (Woodward & Emontspool, 2018)? What would the respectful trade of food-based culinary traditions look like?…”

Bridging the determinist-interpretivist divide in intercultural competence research

“…The concept resembles the motivational component of cultural intelligence put forward by some studies (Earley and Ang, 2003), yet it also contains an element of skill absent from the motivational cultural intelligence component. Engaging with culturally different others indeed requires cultural capital relative to the different contexts as well as the ability to mobilize such capital adequately (Woodward and Emontspool, 2018). Therefore, cosmopolitanism "can be a matter of competence […] of both a generalized and a more specialized kind" (Hannerz, 1990, p.239).…”

“…Marketing research shows that cosmopolitan (consumption) behaviour has been rooted in colonial ideals of young people's discovery of foreign contexts as formative experiences (Thompson and Tambyah, 1999). While this colonial link is not directly visible in cosmopolitanism anymore, it remains connected to privilege and power, with current research mostly relating it to global elites (Woodward and Emontspool, 2018). Given that the field of intercultural competence similarly focuses to a large extent on global elites (Leung et al, 2014), both ICC and cosmopolitanism may reflect an ideology of elitist openness, afforded to individuals who have the freedom to move across the world, whether mentally or physically.…”