Global Consumer Culture Scale

What it measures

Measures identification with the emerging global consumer culture — shared symbols, consumption practices, and brand meanings that transcend national boundaries. Consumers high in global consumer culture identification are more receptive to globally standardised advertising, aspirational global brands, and cosmopolitan marketing appeals. Central to global brand positioning and standardisation vs localisation debates.

Representative items

• I consider myself a citizen of the world.
• I like to be associated with global brands used by people around the world.
• When I see an international brand, I feel connected to people worldwide who use it.
• I enjoy learning about cultures from around the world.
• I like products that are sold and used all over the world.

Citation

Alden, D.L., Steenkamp, J.B.E.M., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87.