Consumer cultural identity: a comment

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.