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How globalisation affects consumers: Insights from thirty years of CCT globalisation research

Sharifonnasabi, Z., Bardhi, F. and Luedicke, M. K. ORCID: 0000-0003-3032-157X (2019). How globalisation affects consumers: Insights from thirty years of CCT globalisation research. Marketing Theory,


Understanding how globalisation affects consumers is a key concern of international marketing research. Consumer culture theory (CCT) studies contribute to this stream of research by critically examining how globalisation affects consumers under different cultural conditions. We offer a systematic narrative synthesis of thirty years of CCT globalisation research to gain perspective on this important stream of research. We identify three theoretical perspectives – i.e., homogenisation, glocalisation and deterritorialisation – that have shaped the ways in which CCT scholars have approached globalisation phenomena. We discuss each perspective with regards to its underlying notion of culture, its assumptions of power relations between countries and the role that it ascribes to individuals in globalisation processes. We problematise these perspectives and show how CCT research has challenged and extended each perspective, focusing specifically on consumer empowerment, consumer identity and the symbolic meaning of global brands as substantial domains. Lastly, we discuss avenues for future consumer cultural globalisation research.

Publication Type: Article
Additional Information: This is the accepted manuscript of an article to be published in 'Marketing Theory'.
Publisher Keywords: Globalisation, international marketing, homogenisation, glocalisation, deterritorialisation, consumer empowerment, consumer identity, global brand
Subjects: H Social Sciences > HF Commerce
Departments: Cass Business School > Management
Text - Accepted Version
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