How Globalization Affects Consumers: Insights from 30 years of CCT Globalization Research

Zahra Sharifonnasabi*, Fleura Bardhi, Marius K. Luedicke

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


Understanding how globalization affects consumers is a key concern of international marketing research. Consumer culture theory (CCT) studies contribute to this stream of research by critically examining how globalization affects consumers under different cultural conditions. We offer a systematic narrative synthesis of 30 years of CCT globalization research to gain perspective on this important stream of research. We identify three theoretical perspectives – that is, homogenization, glocalization and deterritorialization – that have shaped the ways in which CCT scholars have approached globalization phenomena. We discuss each perspective with regard to its underlying notion of culture, its assumptions of power relations between countries and the role that it ascribes to individuals in globalization processes. We problematize these perspectives and show how CCT research has challenged and extended each perspective, focusing specifically on consumer empowerment, consumer identity and the symbolic meaning of global brands as substantial domains. Lastly, we discuss avenues for future consumer cultural globalization research.

Original languageEnglish
JournalMarketing Theory
Issue number3
Pages (from-to)273-298
Number of pages26
Publication statusPublished - Sep 2020
Externally publishedYes


  • Consumer empowerment
  • Consumer identity
  • Deterritorialization
  • Global brand
  • Globalization
  • Glocalization
  • Homogenization
  • International marketing

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