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

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.


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.


Yuliya Strizhakova, Suffolk University
Robin Coulter, University of Connecticut
Linda Price, University of Arizona


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More


The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More


Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.