COSMOPOLITANS GO SHOPPING : A PHENOMENOLOGICAL INQUIRY ON HOW COSMOPOLITANS PERCEIVE AND RELATE TO GLOBAL AND LOCAL BRANDS

Abstract

In many ways, global and local brands are representations of global standards in quality and local ideals of authenticity respectively. In light of cosmopolitans’ attributes of mobility, appreciation of diversity and openness to people and culture, global brands, being consistent around the world, can foster a sense of familiarity for cosmopolitans on their travels. Local brands, on other hand, can offer them an avenue to experience native cultures. With these conflicting notions, where do cosmopolitans stand in their perception of and relationship with global and local brands? In this study, a phenomenological approach is undertaken to understand the relationships cosmopolitans have with global and local brands as a result of their consumption experiences with them. I find that cosmopolitans perceive and relate to global and local brands in different ways, and that local brands are essential for cosmopolitans to have authentic and diverse consumption experiences when in different cultures. Furthermore, through a combination of both global and local brands, cosmopolitans can construct a self-identity which reveals the extent of their cosmopolitan orientations.