... consumers themselves can act as acculturating agents. © Emerald Group Publishing Limited 2015 Globalization Multiculturalism Bridging practices Immigrant consumers Intercultural translation Reverse acculturation In the context of accelerated global flows (Appadurai, 1997) and growing...

... of visible desire, hedonism and materialism could influence global consumption ethos. Design/methodology/approach – Using interpretive content analysis, over 250 Weibo postings of 8 selected Weibo users, from the network of one of the authors, were identified, coded and interpreted. The users were...

... as “Korean wave.” In addition, methodological considerations for the understudied consumption phenomenon are also discussed. Design/methodology/approach From the extant literature on popular culture and globalization, a theoretical overview of Korean popular culture (KPC) is provided. Subsequently...

... a global professional‐sport brand. Design/methodology/approach Twelve semi‐directed individual interviews with French satellite fans about how they perceive the English Big Four brands of Arsenal Football Club (FC), Chelsea FC, Liverpool FC and Manchester United are conducted. Findings The paper...

... of interdependency and instability in cultural life. In order to incorporate possible discourses, the practice of research must also change. This paper discusses some problems associated with ethnography in global cultures. Design/methodology/approach I begin by presenting a brief history of ethnography...