Western solidarity with <scp>P</scp>ussy <scp>R</scp>iot and the <scp>T</scp>wittering of cosmopolitan selves

Weij, Frank; Berkers, Pauwke; Engelbert, Jiska

doi:10.1111/ijcs.12215

Cited by 11 publications

(7 citation statements)

References 22 publications

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“…Consumer cosmopolitanism is not influencing consumers in forming a favourable attitude towards global brands (H2a), this finding is not in accordance with previous studies (Riefler et al, 2012;Weij et al, 2015;Mrad and Cui, 2020). The inference from this finding could be that consumers do not necessarily prefer purchasing global brands in the low involvement category where an alternative to that particular brand is offered by a local brand.…”

Section: Discussioncontrasting

confidence: 81%

“…Cosmopolitan consumers are not affected by their home culture and are open to different cultures, they transcend any boundaries or setting to experience foreign cultures and, in a way, they are motivated to achieve social status by favouring global products (Thompson and Tambyah, 1999;Cannon and Yaprak, 2002). Cosmopolitan consumers are the ones who are outgoing, open-minded, and willing to explore other cultures with a motivation of understanding and learning from other cultures' experiences (Weij et al, 2015). Cosmopolitans from developed as well as emerging economies generally prefer buying foreign products (Caldwell et al, 2006).…”

Section: Hence the Following Hypothesesmentioning

confidence: 99%

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Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

Shanbhogue

Ranjith

2023

F1000Res

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Background: Globalization trends have compelled multinational companies to change their marketing approach from multi-domestic marketing to global marketing. This strategy has had a major impact on the branding of companies. Due to these efforts by international companies, there has been a negative impact on local brands. Strong local brands always maintained the advantage of a high level of awareness among consumers, due to consumers’ close relationship with these brands, hence this resulted in strong and positive marketing investments in the home market. The purpose of this research is to evaluate the attitudinal dispositions towards global and local brands and purchase intention. The objective is to understand the underlying motives of consumers’ purchase decision. Methods: Consumer disposition and attitude towards brands are evaluated based on respondents’ purchase intention of a select brand. Data are collected from Bangalore and Chennai using the convenience sampling method. Evaluation of the measurement model was performed using the Smart PLS 4 software. Results: Findings suggest that consumer attitudinal disposition has a significant impact on consumers’ purchase intention. Attitude formation is the first step in consumers’ behavioural decision and making a purchase decision. Marketing managers/practitioners need to focus on forming this attitude in consumers’ minds, so that this attitude formation leads to a purchase decision. Conclusions: This research provides theoretical and managerial implications for marketers, especially those operating in an emerging market like India as this study has examined the role of consumer disposition on attitude formation and purchase intention. From a theoretical perspective, this study developed and tested a conceptual model describing the relationship between attitudinal disposition and purchase intention.

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Section: Discussioncontrasting

confidence: 81%

Section: Hence the Following Hypothesesmentioning

confidence: 99%

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

Shanbhogue

Ranjith

2023

F1000Res

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“…Cosmopolitan individuals have an open mindset toward foreign cultures and are willing to explore and learn from them. Their motivation in understanding and learning from other cultures distinguishes them from individuals who view themselves only as citizens of a specific country or as members of a certain culture (Weij et al , 2015). Consumers with high cosmopolitan orientation seek self-enhancing activities that allow them to express their identity.…”

Section: Theoretical Framework and Model Developmentmentioning

confidence: 99%

Consumer dispositions toward global brands

Srivastava¹,

Balaji

2018

MIP

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Purpose Despite the increasing attention on consumers in emerging markets, there is limited research on the emerging market consumers’ evaluation of global brands. The purpose of this paper is to address this research gap by examining the role of consumer dispositions – cosmopolitanism, need for uniqueness and materialism in attitude and purchase intentions toward global brands from emerging vs developed markets. Design/methodology/approach A mall intercept method was used to collect responses from shoppers in four major cities in India. The intercept method produced a usable sample of 613 respondents. Each respondent was asked to mark his or her response concerning two global brands – one each from developed and emerging markets separately. Findings The findings show that cosmopolitanism and need for uniqueness determine emerging market consumers’ attitude toward global brands. Specifically, the authors find that while cosmopolitanism has a higher positive impact on global brands from the developed market, need for uniqueness has a negative impact on global brands from emerging market. Research limitations/implications The study findings show that need for uniqueness negatively affects attitude toward global brands from emerging markets. This presents a significant challenge for global brands from emerging market when competing with the counterparts from developed markets. Practical implications The findings show that managers of global brands in emerging markets should develop unique brand positioning that differentiates from international brands. By carefully managing their marketing mix elements (e.g. price, design, distribution), they can induce counter-conformity among consumers for brands that originate in emerging markets. Originality/value While prior studies suggest that emerging market consumers prefer foreign brands than domestic brands, little attention was focused on the antecedents for such preference. This study considers consumer dispositions, which were not examined in prior research in addressing this research gap.

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“…Similarly, articles of this special issue underline how we can challenge the individualised understandings of political consumerism (Balsinger, 2010;Holzer, 2006) by visualising collective action frames (Dubuisson-Quellier, 2015;Laamanen et al, 2015), and other tactics of mobilisation, such as drawing from other social movement experience or consumer cynicism (Forno, 2015;Helm et al, 2015;Wahn, 2015). Others (de la Peña and Quintanilla, 2015;Hakala et al, 2015;Weij et al, 2015) elaborate on the dynamic ways in which lifestyle politics and the practices of daily life and the self are enacted through consumption choices.…”

Section: Conclusion -A Research Agendamentioning

confidence: 99%

Consumption, lifestyle and social movements

Wahlen

Laamanen

2015

Int J Consumer Studies

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In this editorial, we contemplate how the politics of the everyday in consumption and consumer lifestyles emerge. Foundational here is the overarching question why, how and where do people come to share common spaces, meaning, identity, practice and goals in dispersed lifestyles aiming for (social) change. This special issue is an original endeavour to generate an understanding of the issues, problems and potential for change emerging from individual and collective efforts in and around consumption and lifestyles. The editorial presents principles and commonalities of the intersectional study of consumption, lifestyle and social movements. We connect these principles with the papers that make up the special issue and conclude with an outlook for future research.

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Western solidarity with Pussy Riot and the Twittering of cosmopolitan selves

Cited by 11 publications

References 22 publications

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

Effects of Consumer Dispositional Attitude on Purchase Intention in an Emerging Market

Consumer dispositions toward global brands

Consumption, lifestyle and social movements

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