Effects of Belief in Global Citizenship on Branding Discourse in the U.S. and Russia

Yuliya Strizhakova, Michigan Technological University, USA
Robin Coulter, University of Connecticut, USA
Linda L. Price, University of Arizona, USA
Our research focuses on belief in global citizenship, an individual’s perception that use of global brands substantiates a global identity. Drawing on research on branded products, globalization, and consumer culture in developed and emerging markets, we posit and test relationships among belief in global citizenship, the symbolic use of branded products as a means of identity, and the importance of branded products. We further consider the effects of cultural openness and consumer ethnocentrism on belief in global citizenship. Our work focuses on the global youth market in the U.S. and Russia, and contributes to understanding consumers’ associations with branded products in a global marketplace.
[ to cite ]:
Yuliya Strizhakova, Robin Coulter, and Linda L. Price (2009) ,"Effects of Belief in Global Citizenship on Branding Discourse in the U.S. and Russia", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 609-609.