Comment on “Consumer cultural identity…”: global citizenship and reactance

Abstract

Purpose

The purpose of this paper is to reflect on the review paper by Strizhakova and Coulter (“Consumer cultural identity: local and global cultural identities and measurement implications”) and offer several observations that extend the discussion into new territory.

Design/methodology/approach

A short essay.

Findings

The authors pinpoint a lack of research attention within the global consumer culture literature into a manifestation of global identity that can be termed “humanistic global identity.”

Originality/value

The paper contends that the reactance (conflict) Strizhakova and Coulter point to, which may occur between global and local identity and culture, is more likely in a culture and consumption domain than in a “shared-humanity” domain.

Citation

Batra, R. and Wu, Y. (2019), "Comment on “Consumer cultural identity…”: global citizenship and reactance", International Marketing Review, Vol. 36 No. 5, pp. 628-632. https://doi.org/10.1108/IMR-04-2019-0120