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

Mark Cleveland

Journal of Global Scholars of Marketing Science, 2018, vol. 28, issue 3, 257-271

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.

Date: 2018
References: Add references at CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://hdl.handle.net/10.1080/21639159.2018.1466656 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jgsmks:v:28:y:2018:i:3:p:257-271

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/RGAM20

DOI: 10.1080/21639159.2018.1466656

Access Statistics for this article

Journal of Global Scholars of Marketing Science is currently edited by Seong-Yeon Park

More articles in Journal of Global Scholars of Marketing Science from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().