TY - JOUR
T1 - Traditionscapes in emerging markets
T2 - How local tradition appropriation fosters cultural identity
AU - Dalmoro, Marlon
AU - Pinto, Diego Costa
AU - Herter, Márcia Maurer
AU - Nique, Walter
N1 - info:eu-repo/grantAgreement/FCT/3599-PPCDT/DSAIPA%2FDS%2F0113%2F2019/PT#
Dalmoro, M., Pinto, D. C., Herter, M. M., & Nique, W. (2020). Traditionscapes in emerging markets: How local tradition appropriation fosters cultural identity. International Journal of Emerging Markets, 15(6), 1105-1126. https://doi.org/10.1108/IJOEM-04-2019-0270
PY - 2020/4
Y1 - 2020/4
N2 - Purpose: This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets. Design/methodology/approach: A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state). Findings: The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance. Originality/value: This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.
AB - Purpose: This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets. Design/methodology/approach: A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state). Findings: The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance. Originality/value: This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.
KW - Gaucho traditions
KW - Global culture resistance
KW - Identification process
KW - Local culture attachment
KW - Tradition value
KW - Traditionscapes
UR - http://www.scopus.com/inward/record.url?scp=85081731257&partnerID=8YFLogxK
UR - http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcAuth=Alerting&SrcApp=Alerting&DestApp=WOS_CPL&DestLinkType=FullRecord&UT=WOS:000525262700001
U2 - 10.1108/IJOEM-04-2019-0270
DO - 10.1108/IJOEM-04-2019-0270
M3 - Article
AN - SCOPUS:85081731257
VL - 15
SP - 1105
EP - 1126
JO - International Journal of Emerging Markets
JF - International Journal of Emerging Markets
SN - 1746-8809
IS - 6
ER -