Strizhakova, Yuliya; Coulter, Robin - In: International Marketing Review 36 (2019) 5, pp. 642-646
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,”...