scholarly journals Segmentation of Young Adult Consumers in China: A Global-local Cultural Identity Perspective

2019 ◽  
Vol 11 (1) ◽  
pp. 30 ◽  
Author(s):  
Chunling Yu ◽  
Lily C. Dong
Keyword(s):  
Cluster Analysis ◽  
Young Adult ◽  
Cultural Identity ◽  
Identity Theory ◽  
Global Citizenship ◽  
Cultural Beliefs ◽  
Local Identity ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Cultural Positioning

This study explores the segmentation of young adult consumers in the growing market of China by adopting the cultural identity theory about global-local identity beliefs (global citizenship through global brands, nationalism, and consumer ethnocentrism). We use cluster analysis to outline individuals on their integration of three cultural beliefs. Then we examine each cluster for their attitude toward advertisements of global brands with global consumer cultural positioning (GCCP) and local consumer cultural positioning (LCCP). We identified four segments: the glocal citizen (37%), the explorer (26%), the extremely nationalist (19%) and the global-viewed adaptor (18%). All four segments demonstrate different attitudes to GCCP and LCCP advertisements and different purchasing intentions on global brands using GCCP and LCCP strategies.

scholarly journals Spatial Distance Construal Perspectives on Cause-Related Marketing: The Importance of Nationalism in Russia

2019 ◽  
Vol 27 (1) ◽  
pp. 38-55 ◽  
Author(s):  
Yuliya Strizhakova ◽  
Robin A. Coulter
Keyword(s):  
Global Citizenship ◽  
Consumer Attitudes ◽  
Spatial Distance ◽  
Spatial Proximity ◽  
Domestic Firm ◽  
Global Identity ◽  
Consumer Ethnocentrism ◽  
Domestic Firms ◽  
Global Brands ◽  
Cause Related Marketing

Consumers around the globe expect firms to contribute to environmentally and socially responsible causes. Using construal level theory with a spatial distance lens, we examine effects of spatial proximity of the firm (domestic firm vs. foreign multinational corporation [MNC]), cause (domestic vs. global), and consumer cultural identity (locally oriented: nationalism and consumer ethnocentrism; distantly oriented: global identity and global citizenship through global brands) on consumer attitudes toward the firm. Across three studies with a focus on Russia and environmental causes, we consistently find that nationalism moderates consumer attitudes, whereas consumer ethnocentrism, global identity, and global citizenship through global brands do not. When firms engage in cause-related marketing and focus on proximal causes, nationalistic consumers are more favorable toward domestic firms (vs. foreign MNCs). When firms are not engaged in cause-related marketing, consumers with stronger nationalism are more favorable toward domestic firms, and consumers with weaker nationalism are more favorable toward foreign MNCs. Importantly, the effects of nationalism are mitigated when foreign MNCs and domestic firms engage with global causes. Product involvement, environmental concerns, and marketplace skepticism are predictors of attitudes toward the firm. The results highlight the importance of considering the socio-historical-political context of a given country and locally oriented nationalistic beliefs.

EXPRESS: Uncertainty Evokes Consumers’ Preference for Brands Incongruent with their Global-Local Citizenship Identity

2020 ◽  
pp. 002224372097295
Author(s):  
Sharon Ng ◽  
Ali Faraji-Rad ◽  
Rajeev Batra
Keyword(s):  
Boundary Condition ◽  
Global Citizenship ◽  
The Other ◽  
Thinking Style ◽  
Local Identity ◽  
Convergent Thinking ◽  
Global Brands ◽  
Local Citizenship ◽  
Dispositional Factors ◽  
Citizenship Identity

This research demonstrates that under states of certainty consumers with a relatively stronger global (local) identity prefer global (local) brands, whereas under states of uncertainty, consumers with a relatively stronger global (local) identity prefer local (global) brands. This effect occurs because uncertainty (certainty) activates a divergent (convergent) thinking style, which results in a preference for options that are more distant from (closer to) the identity to which consumers associate more strongly. The effect holds both when individuals’ global-local citizenship identity is measured and when it is manipulated. The research further establishes an important boundary condition for the effect. The effect holds in the citizenship identity context because people normally associate themselves with both local and global citizenship identities, and situational or dispositional factors only influence the degree to which they associate with each identity. The effect does not surface when local-global citizenship identities are construed as interfering, such that holding one identity is conceived as being in conflict with holding the other.

scholarly journals A Feira do Troca na comunidade de Olhos d’Água (GO): da afirmação cultural a apropriação pelo turismo

2016 ◽  
Vol 9 (2) ◽  
Author(s):  
Edilene Américo Silva
Keyword(s):  
Cultural Identity ◽  
Fair Trade ◽  
Spatial Dynamics ◽  
Local Identity ◽  
Spatial Practices ◽  
Cultural Affirmation

Aqui são tecidas algumas considerações sobre a dinâmica socioespacial instalada na comunidade de Olhos d’Água, no município de Alexânia, por meio da Feira do Troca. Apresenta uma discussão sobre a contribuição deste evento na constituição da identidade local e a sua posterior apropriação pela atividade turística, mediante uma pesquisa bibliográfica conceitual e temática, observação e entrevistas. Como resultado apresenta-se uma problematização das transformações e persistências nas práticas socioespaciais da comunidade angulando a importância originária da Feira na afirmação cultural do lugar, o processo seguinte de “reinvenção” da Feira e sua crescente sujeição ao mercado turístico. The Fair Trade in Olhos d´Agua community (GO, Brazil): from the cultural affirmation to appropriation by tourism ABSTRACT Here are woven some thoughts on the socio-spatial dynamics installed in Olhos d´Agua community in the county of Alexânia, through Fair Trade. It presents a discussion on the contribution of this event in the constitution of local identity and its subsequent appropriation by tourism through a conceptual and thematic literature, observation and interviews. As a result presents a problematization of change and persistence in socio-spatial practices of community angling the originally importance from Fair on cultural affirmation of the place, the following process of "reinvention" of the Fair and its increasing liability to tourist market. KEYWORDS: Fair Trade; Cultural Identity; Tourism.

Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

2019 ◽  
Vol 36 (5) ◽  
pp. 726-747 ◽  
Author(s):  
Shintaro Okazaki ◽  
Charles R. Taylor ◽  
Patrick Vargas ◽  
Jörg Henseler
Keyword(s):  
Consumer Culture ◽  
Purchase Intention ◽  
International Marketing ◽  
Mortality Salience ◽  
Traumatic Events ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Brand

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored. Design/methodology/approach An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model. Findings The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention. Research limitations/implications Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability. Practical implications The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC. Originality/value This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

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

2019 ◽  
Vol 36 (5) ◽  
pp. 628-632
Author(s):  
Rajeev Batra ◽  
Yi Wu
Keyword(s):  
Cultural Identity ◽  
Design Methodology ◽  
Review Paper ◽  
Local Identity ◽  
Global Identity ◽  
Research Attention ◽  
Content Type ◽  
Shared Humanity ◽  
Short Essay ◽  
Global And Local

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.

scholarly journals Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

2021 ◽  
Vol 14 (1) ◽  
pp. 292
Author(s):  
Ioanna Boulouta ◽  
Danae Manika
Keyword(s):  
Cultural Identity ◽  
Social Identity Theory ◽  
Domestic Economy ◽  
Moderating Effects ◽  
Factors Affecting ◽  
Geographic Scope ◽  
Consumer Ethnocentrism ◽  
Cause Related Marketing ◽  
Economic Threat ◽  
Consumer Segment

Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

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