Handbook of Research on Identity Theory in Marketing
Show Less

Handbook of Research on Identity Theory in Marketing

Edited by Americus Reed and Mark Forehand

The Handbook of Research on Identity Theory in Marketing features cutting-edge research that delves into the origins and consequences of identity loyalty and organizes these insights around five basic identity principles that span nearly every consumer marketing subdomain. This Handbook is a comprehensive and state of the art treatment of identity and marketing: An authoritative and practical guide for academics, brand managers, marketers, public policy advocates and even intellectually curious consumers.
Buy Book in Print
Show Summary Details
You do not have access to this content

Chapter 22: Cultural identities in the era of globalization: implications for consumer behavior

Carlos J. Torelli and Hyewon Oh


With globalization, the marketplace is growing in cultural diversity in terms of both brand offerings (that is, supply) and consumers (that is, demand). The wide offering of brands from every corner of the world brings a variety of cultures to a consumer population that is also growing in cultural diversity. This chapter reviews recent research on globalization, cultural identities and branding to explain how multicultural consumers navigate a marketplace loaded with a mixture of cultural meanings. The central premise is that globalization promotes culture-mixing within the individual, as well as outside the individual in products and brands. Culture-mixing can create conflict within the individual, and may result in negative brand evaluations. However, resolving cultural conflict can improve consumer well-being and generate favorable brand attitudes. The chapter identifies multiple factors that determine the extent to which cultural conflict is resolved, and outlines an agenda for future research in this area.

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.

Further information

or login to access all content.