Article2019

The uncertain future of globalization

67 citations0/0 files storedInternational Marketing Review

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Consumer Behavior in Brand Consumption and Identification International Business and FDI Globalization, Economics, and Policies

Abstract

Purpose The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research. Design/methodology/approach The paper is a thought piece. Findings The unprecedented globalization of the marketplace in the last 50 years has given rise to the emergence of GCC, and the rise of global companies and global brands, among others. Yet, as one surveys the globalscape, there are developments on the horizon that might threaten continued globalization. In this paper, the author discusses these developments and their implications around three interrelated, yet distinct, components of globalization: global integration of world economies, GCC and global brands. Originality/value The paper identifies unique research opportunities to study GCC in an emerging business context in which continued global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value.

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References

1998Modernity at Large: Cultural Dimensions of Globalization.2005Consumer Culture Theory (CCT): Twenty Years of Research 2002Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding 2010The Sustainability Liability: Potential Negative Effects of Ethicality on Product Preference 2002How perceived brand globalness creates brand value 1999Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture 2006Marketing renaissance: How research in emerging markets advances marketing science and practice 2006The fall of Rome and the end of civilization

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