Purpose: The purpose of this paper is to provide the authors’ response to three commentaries (Batra and Wu, 2019; Papadopoulos, 2019; Westjohn and Magnusson, 2019) on Strizhakova and Coulter (2019), “Consumer cultural identities: local and global cultural identities and measurement implications,”...

Purpose: The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with attention to various conceptualizations and measurements of consumer cultural identity....