Cultural experiential goal pursuit, cultural brand engagement, and culturally authentic experiences: sojourners in America
Anna J. Vredeveld () and
Robin A. Coulter ()
Additional contact information
Anna J. Vredeveld: Berry College
Robin A. Coulter: University of Connecticut
Journal of the Academy of Marketing Science, 2019, vol. 47, issue 2, 274-290
Abstract Our research uses an interpretive approach to explore the consumer journeys of sojourners, temporary residents of a new country, with attention to cultural experiential goal pursuit and cultural brand engagement. Depth interviews with students from nine countries studying in America document that home country access to American popular culture impacts cultural experiential goals; the temporary nature of sojourners’ stay engenders instrumental brand use (vs. brand attachment); and cultural brand engagement relies on indexical/iconic brand meanings inextricably tied to the desired cultural experience. Three cultural experiential goals and their brand engagement emerge: the “imagined American” cultural experience is grounded in American myths and stereotypes and iconic brand meanings; the “unique Americana” experience is grounded in Americana symbolism and indexical brand meanings with American symbolism; and the “life like the locals” experience is grounded in observed realities in America and indexical brand meanings. We discuss theoretical and managerial implications related to our findings.
Keywords: Consumer journeys; Cultural experiential goals; Brand engagement; Experiential consumption; Cultural authenticity; Sojourners; American popular culture; Emerging adulthood (search for similar items in EconPapers)
References: Add references at CitEc
Citations: Track citations by RSS feed
Downloads: (external link)
http://link.springer.com/10.1007/s11747-018-0620-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:47:y:2019:i:2:d:10.1007_s11747-018-0620-7
Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747
Access Statistics for this article
Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston
More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla ().