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Acculturation to the global consumer culture: Ten years after and agenda for the next decade

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  • Mark Cleveland

Abstract

Globalization is shaping culture, modifying value systems, affecting social identities, and ultimately, altering the dispositions and behaviors of consumers worldwide. With more than 400 citations to date, Cleveland and Laroche’s (2007) publication, which applied social identity and acculturation theories to the study of global consumer culture (GCC), is recognized as one of the defining works on the subject of marketplace globalization. Beyond the theoretical contributions, this research provided, for the first time, a multidimensional scale for measuring how individuals acquire and become a part of the emerging GCC (acculturation to the GCC, or AGCC). This paper (1) reviews the debates surrounding the effects of globalization on consumer behavior, (2) summarizes the extant applications of the AGCC framework and its constituents across numerous settings, and (3) outlines an agenda for future research on GCC.

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  • Mark Cleveland, 2018. "Acculturation to the global consumer culture: Ten years after and agenda for the next decade," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 28(3), pages 257-271, July.
    • Handle: RePEc:taf:jgsmks:v:28:y:2018:i:3:p:257-271
    DOI: 10.1080/21639159.2018.1466656
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    Cited by:

    1. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    2. Salomão, Miriam Taís & Strehlau, Vivian Iara & Silva, Susana C., 2022. "Consumer dispositions: Meanings and non-meanings of outgroup favourability," International Business Review, Elsevier, vol. 31(3).
    3. Galalae, Cristina & Kipnis, Eva & Demangeot, Catherine, 2020. "Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 160-173.
    4. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    5. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    6. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

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