Traditionscapes in emerging markets: How local tradition appropriation fosters cultural identity

Marlon Dalmoro, Diego Costa Pinto, Márcia Maurer Herter, Walter Nique

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Abstract

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.

Original languageEnglish
Pages (from-to)1105-1126
Number of pages22
JournalInternational Journal of Emerging Markets
Volume15
Issue number6
Early online date17 Mar 2020
DOIs
Publication statusPublished - Apr 2020

Keywords

  • Gaucho traditions
  • Global culture resistance
  • Identification process
  • Local culture attachment
  • Tradition value
  • Traditionscapes

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