TY - JOUR
T1 - Consumer cosmopolitanism in international marketing research
T2 - a systematic review and future research agenda
AU - Makrides, Anna
AU - Kvasova, Olga
AU - Thrassou, Alkis
AU - Hadjielias, Elias
AU - Ferraris, Alberto
N1 - Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021
Y1 - 2021
N2 - Purpose: The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper. Design/methodology/approach: A systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals. Findings: A systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses. Originality/value: This paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.
AB - Purpose: The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper. Design/methodology/approach: A systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals. Findings: A systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses. Originality/value: This paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.
KW - Consumer behavior
KW - Consumer cosmopolitanism
KW - International market segmentation
KW - International marketing
KW - Systematic review
UR - http://www.scopus.com/inward/record.url?scp=85112609842&partnerID=8YFLogxK
U2 - 10.1108/IMR-12-2020-0304
DO - 10.1108/IMR-12-2020-0304
M3 - Review article
AN - SCOPUS:85112609842
SN - 0265-1335
JO - International Marketing Review
JF - International Marketing Review
ER -