Revisit: Globalization, Culture, Consumption, and Marketing


Special issue of the Journal of China Marketing; Deadline now 30 Jun 2017

Call for Papers: Special Issue of the Journal of China Marketing on Globalization, Culture, Consumption, and Marketing

Culture impacts consumption and marketing practices. On one hand, in the globalized marketplace where local and foreign cultural values interact with each other, consumers continuously negotiate their identities and achieve their life goals through their creative consumption practices that reflect such cultural interaction. On the other hand, facing such creative consumers who continuously change their consumption practices, domestic and multinational companies have to closely adapt their marketing practices to the dynamic consumption behavior in the marketplace. In addition, business is embedded in the cultural environment; and marketing practices are unavoidably impacted by the dynamic cultural interaction.

Consumption and marketing practices impact culture, too. While local and multinational companies may integrate established, local and global cultural values into their marketing offerings and communications, creative consumers continuously (re)create new cultural meanings through their creative consumption practices in the globalized marketplace. Such new cultural meanings could be co-opted by the dominant corporations and mainstream culture later. Together with other social actors and institutions (e.g., mass media), consumers and marketers help drive cultural evolution of societies.

The Journal of China Marketing invites papers for a special issue that improves our understanding of the interaction among culture, consumption, and marketing in the globalized marketplace. The special issue aims to stimulate papers on diverse issues related to the impacts of culture on consumption and marketing and the impacts of consumption and marketing on culture in the globalized marketplace, the papers which can use diverse methodological approaches, focus on any cultural context(s), and set an agenda for future research. Conceptual and empirical papers are welcome.

Research questions of interest include, but are not limited to:

  1. Impacts of culture on consumer behavior: the impact of cultural values on consumer behaviors in each stage of the consumption process, the creative consumption practices with which consumers resist, modify, and integrate the cultural meanings embedded in marketing offerings and communications of local and multinational companies to build their own identities and to realize their own life goals, the ways in which consumers represent themselves in the digital era, the impacts of global consumption culture on traditional consumption practices and rituals, how consumers engage in and interpret their consumption practices in the areas of fashion, food, house or apartment ownership, home renovation, travelling, sharing, gift-giving, healthcare, entertainment, social media, consumer credit, etc.,
  2. Impacts of culture on marketing: the impacts of culture on business ethics, corporate social responsibilities, marketing research, market segmentation, market entry, new product development, pricing, advertising, branding, corporate reputation, strategic alliance, channel management, retailing, etc.
  3. Impacts of consumption and marketing practices on culture: the ways in which the mainstream culture resist, co-opt, and integrates the cultural meanings and consumption practices created by consumers, the ways in which domestic and multinational companies co-opt and facilitate the spread of global consumer culture and related cultural values, the ways in which deal with conflicting local and foreign cultural values embodied by foreign brands and consumption practices, etc.

Submission Deadline:

The deadline is extended to June 30, 2017. Authors are encouraged to submit papers early and anytime till the deadline.

Submission Procedure:

Please submit your manuscript to any of the following co-editors of this special issue:

  • Dr. Robert Guang Tian, Professor, School of Business, Shantou University, China,
  • Dr. Russell Belk, Professor, Schulich School of Business, York University, Canada,
  • Dr. Tiebing Shi, Assistant Professor, School of Business, Northwest Missouri State University, USA,

In your email, please indicate that the manuscript is for the special issue. All manuscripts will go through the standard double-blind peer-review process. For questions about the fit of a paper for the special issue, authors can send a one page abstract to any of the co-editors.

Manuscripts should be between 5,000 and 12,000 words in length. This includes all text including references and appendices. Please allow 500 words for a table or figure.

All manuscripts should include a brief abstract (150 words maximum) and follow the guidelines as supplied in the APA Style, available at Please also note the following:

  1. Files should be supplied in Word format. In the case of photographs/figures/tables that need to be placed in a separate section, please include these in a separate file, ensuring that images are labelled with captions that are consistently positioned and formatted. All in-text material must be included in the main files of the manuscript.
  2. All authors for the paper should be clearly listed, with affiliations, in the order in which they should be published.
  3. Authors are asked to read the Copyright and Permissions Guidance on the Cambridge Scholars Publishing website at to ensure that all material from another source is correctly referenced, and permission to republish sought where necessary.