Purpose: The purpose of this paper is to comment on the article “Consumer cultural identity: Local and global cultural identities and measurement implications” by Yuliya Strizhakova and Robin Coulter. Design/methodology/approach: The commentary summarizes the main characteristics of the authors’ study, positions it in the context of globalization, and suggests additional directions for potential future research. Findings: The article by Strizhakova and Coulter has many strengths and provides a good base for new studies on consumer cultural identities and their global, local or glocal orientations. Originality/value: This paper adds four points on the theme of “what else” might additional research in this area contribute: The need for further investigations into the cultural orientations of consumers in less developed countries; whether and how practitioners use the findings of academic research; the difficulties in absorbing and using the existing voluminous literature when designing new studies; and the benefits to be gained by introducing more granular perspectives in research about consumers’ cultural identities and their effects on their marketplace behaviour.

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International Marketing Review
Sprott School of Business

Papadopoulos, N. (2019). Consumer cultural identity: a comment. International Marketing Review. doi:10.1108/IMR-01-2019-0006