Cosmopolitan communities

Amado Baptista De Figueiredo, B and Cayla, J 2010, 'Cosmopolitan communities', in P. Ballantine and J. Finsterwalder (ed.) Proceedings of the 2010 Australia-New Zealand Marketing Academy Conference, Christchurch, New Zealand, 29 November- 1 December 2010, pp. 1-8.

Document type: Conference Paper
Collection: Conference Papers

Title Cosmopolitan communities
Author(s) Amado Baptista De Figueiredo, B
Cayla, J
Year 2010
Conference name ANZMAC 2010
Conference location Christchurch, New Zealand
Conference dates 29 November- 1 December 2010
Proceedings title Proceedings of the 2010 Australia-New Zealand Marketing Academy Conference
Editor(s) P. Ballantine and J. Finsterwalder
Publisher University of Canterbury
Place of publication New Zealand
Start page 1
End page 8
Total pages 8
Abstract This research contributes to the poststructuralist stream on consumer cosmopolitanism by exploring the role of a cosmopolitan community in shaping cosmopolitan identity. It suggests that cosmopolitan communities can shape consumers' cosmopolitan identity in many ways: a) by promoting a different polarity (cosmopolitan-parochial instead of cosmopolitan-local), it shifts how consumption practices are used to maintain symbolic boundaries, b) by validating cosmopolitan ideals and preferences, it works as a catalyst in the process of becoming a cosmopolitan consumer, c) by functioning as a community of practice, it provides cosmopolitan knowledge and skills which directly influence consumer choice and usage of products, services, places and brands. Implications for marketers are discussed.
Keyword(s) Cosmopolitan
consumer cosmopolitanism
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