Purpose
The purpose of this paper is to offer a different perspective on the global consumer culture (GCC) phenomenon and identify new avenues for future research.
Design/methodology/approach
The paper is a thought piece.
Findings
The unprecedented globalization of the marketplace in the last 50 years has given rise to the emergence of GCC, and the rise of global companies and global brands, among others. Yet, as one surveys the globalscape, there are developments on the horizon that might threaten continued globalization. In this paper, the author discusses these developments and their implications around three interrelated, yet distinct, components of globalization: global integration of world economies, GCC and global brands.
Originality/value
The paper identifies unique research opportunities to study GCC in an emerging business context in which continued global integration is not guaranteed, and where globalization headwinds could reduce the contribution of perceived brand globalness to brand value.
