Buying Into the Global Myth: a Cross-National Investigation of Building Identity Through Brands,

Yuliya Strizhakova, Suffolk University
Robin Coulter, University of Connecticut
Linda Price, University of Arizona
Do consumers look to global brands to create an “imagined global identity,” a transnational “global myth” of belonging in consumer culture? In prior research, we found consumers’ involvement with branded products and this global myth is varied and socio-historically situated. Using a survey instrument, we examine whether and how this global myth drives consumer involvement with branded products among U.S. and Romanian youth. We find in both groups global myth strongly predicts the use of branded products to communicate personal identity, which in turn, predicts involvement with branded products. We discuss implications and directions for future research.
[ to cite ]:
Yuliya Strizhakova, Robin Coulter, and Linda Price (2008) ,"Buying Into the Global Myth: a Cross-National Investigation of Building Identity Through Brands,", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 67-71.