Yuliya Strizhakova

• Doctor of Philosophy, University of Connecticut
• Professor (Associate) at Rutgers, The State University of New Jersey

Consumers around the world are choosing between local versus global brands in the marketplace. The authors draw on the dual-drivers theory of consumer choice and global consumer culture theory to offer a sociocultural-historical perspective on purchases of local (relative to global) brands. Their framework focuses on two local global consumer value...

Multinational firms perceive the young adult cohort in emerging markets as a relatively homogeneous segment that welcomes global brands and facilitates the entrance of these brands into emerging markets. Research suggests, however, that young adults are a more heterogeneous cohort in which individuals develop a glocal cultural identity that reflect...

This article focuses on belief in brands as a passport to global citizenship, defined as a person's perception that global brands create an imagined global identity. The authors assess the effects of this belief on the importance consumers assign to branded products and also examine the antecedent effects of cultural openness and consumer ethnocent...

This research develops a scale to assess branded product meanings, including quality, values, personal identity, and traditions. Using data gathered in the U.S. and three emerging markets (Romania, Ukraine, and Russia), we demonstrate a valid and reliable measure that exhibits cross-national measurement invariance. Our findings document quality is...

What do consumers do with their used clothing, books, and children’s toys? In this research, we introduce metaphoric “fresh start” messaging as an effective tactic to encourage consumers to engage in environmentally sustainable actions of donating used products for remanufacture or reuse. Drawing on conceptual metaphor theory and construal theory,...

When faced with service failures, customers tend to ruminate, i.e., engage in repetitive negative thoughts about service failures and their causes/consequences. Some customers express these ruminative thoughts in online posts, making the internal cognitive process of rumination publicly visible to prospective customers who read the posts. This rese...

With the 2023 The Sustainable Development Goals Report confirming that the world is far from reaching the established sustainability goals for 2030, we focus this commentary on environmental and social sustainability from the perspective of consumer cultural identity and branding within a global-local marketplace. Our attention is on the firm (mult...

Despite growing corporate commitments to being customer‐centric, many customers perceive firms as self‐driven and caring only about their own business interests. This sentiment is projected in consumer cynicism, or negative consumer attitudes based on the disbelief in the sincerity of firms' motives and actions. We argue that consumer cynicism emer...

Environmental sustainability is a common practice of global brands, with 90% of the top 100 Interbrand global brands making statements about environmental efforts on their websites. In this research, we explore how a consumer’s global-local identity can affect consumer engagement with a global brand’s environmental sustainability initiative. Specif...

Purpose - Our goal is to examine counterfactual thinking as a key mediator of the effects of failed recovery (vs. failed delivery) on negative electronic word-of-mouth (eWOM). We further investigate the effectiveness of using recovery co-creation in minimizing customers’ counterfactual thinking. Design/methodology/approach - This research includes...

This research situates the fresh start mindset, the consumer belief that people can make a new start, get a new beginning, and chart a new course in life, within the neoliberal global milieu, and examines the fresh start mindset cross-nationally and as a predictor of interest in environmentally-friendly global brands. Theoretically, the authors arg...

Purpose The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with attention to various conceptualizations and measurements of consumer cultural identity. Design/methodology/approach This is a conceptual paper reviewing major works on c...

Purpose The purpose of this paper is to provide the authors’ response to three commentaries (Batra and Wu, 2019; Papadopoulos, 2019; Westjohn and Magnusson, 2019) on Strizhakova and Coulter (2019), “Consumer cultural identities: local and global cultural identities and measurement implications,” International Marketing Review. Design/methodology/...

Consumers around the globe expect firms to contribute to environmentally and socially responsible causes. Using construal level theory with a spatial distance lens, we examine effects of spatial proximity of the firm (domestic firm vs. foreign multinational corporation [MNC]), cause (domestic vs. global), and consumer cultural identity (locally ori...

This article introduces the fresh start mindset, defined as a belief that people can make a new start, get a new beginning, and chart a new course in life, regardless of their past or present circumstances. With historical roots in American culture and neoliberalism, and with contemporary links to liquid modernity and global consumer culture, this...

Service transgressions, and how customers respond to them, are of ongoing interest to researchers and practitioners. However, whether and how customers forgive such transgressions remains unexplored. Grounding our investigation in interdisciplinary research on forgiveness, and leveraging self-determination theory as an enabling theoretical foundati...

In this research, we develop and test a research model that investigates the effects of consumer emotional intelligence (EI) on three coping strategies (active, expressive, and denial) and explore the mediating role of self-efficacy in this process. We further examine effects of coping strategies on consumer desire to complain. Australian consumers...

Many multinational corporations that associate their brands with social causes in developed countries do not emphasize or disclose their socially responsible actions in emerging markets. However, increasing globalization and global media are likely to make consumers aware of corporate actions regardless of whether companies engage in them in one’s...

This study aims to improve understanding of the factors that influence female purchase behaviour in the context of intimate apparel. This study examines mediating effects of hedonic consumption and interaction with store personnel on the relationship between (a) product attributes and the fitting process and (b) actual purchases. The chronological...

The study focuses on modeling the attitude-behavior model of gendered consumption. We find that age is a strong moderator of female lingerie purchases. Although hedonic consumption predicts total purchases among segments, its effects and mean value are significantly lower among older females. For younger females, brand involvement, shopping satisfa...

Drawing on cultural identity theory, global consumer culture theory, and sustainability research, we examine the “green” side of materialism in emerging BRIC markets and developed (U.S. and Australian) markets. We assess the moderating effect of global cultural identity on the relationship between materialism and environmentally friendly tendencies...

Purpose This study seeks to draw on the theories of personality to investigate antecedents and outcomes of consumer coping in instances of service failure. Specifically, the authors focus on the effects of emotional intelligence and self‐efficacy on three coping strategies – active, expressive, and denial. The authors further investigate the effect...

Although anger elicited in service failures harms providers, little is known about the ways customers deal with anger. Building upon stress-and-coping theory, we propose a theoretical framework that examines customer coping strategies—expressive, active, and denial—and rumination about the incident as mediators of anger on customer intentions. Acro...

While most sponsorship research focuses on the initiation and maintenance of properties and the brands that sponsor them, little is known about how brands fare when they terminate sponsorship relationships. Building on balance theory and attribution theory, we examine contextual characteristics that mitigate negative effects of sponsor exit, includ...

With social networking, youtubing, and twittering, consumers are gaining power to express publicly their discontent with products and services (Grégoire, Tripp and Legoux 2009). Yet, consumer research has largely ignored internal processes that prompt or hinder consumers' public display of thoughts and emotions toward companies at fault in service...

Research documents that consumers with a stronger belief in global citizenship through global brands (GCGB) view branded products as more important and prefer global over local brands. We test the mediating effects of consumer use of quality and self-identity brand signals on the relationships between GCGB and the importance attributed to branded p...

Despite the significant increase in service failures, little attention is given to understanding the notion of consumer forgiveness. Drawing upon 15 in-depth interviews with consumers across three service industries, we discuss three main discourses of consumer forgiveness. Our research offers a novel perspective on the way consumers frame and inte...

The goal of the study was to understand how consumers use their intrinsic resources in situations of service failures. Specifically, we examined how consumers applied their Emotional Intelligence (EI) to deal with negative emotions when facing service failures with varying degrees of recovery, to implement their copying strategies and to engage in...

Utilizing mood management theory (Zillmann, 1988) and its extension, the mood adjustment approach (Knobloch, 2003), we recruited participants who were entering a video rental store to assess possible links between mood and video choice. This procedure was done to maximize external validity in examining the relationship between mood and media choice...

To test whether alcohol advertising expenditures and the degree of exposure to alcohol advertisements affect alcohol consumption by youth. Longitudinal panel using telephone surveys. Households in 24 US media markets, April 1999 to February 2001. Individuals aged 15 to 26 years were randomly sampled within households and households within media mar...

The present study was an attempt to integrate diverse research on leisure motives and present a unifying understanding of processes that underlie television viewing, internet use, and retail shopping. The uses and gratifications paradigm provided theoretical explanations. Two consistent strategies of leisure consumption---instrumental (or cognitive...