𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗧𝗵𝗲𝗼𝗿𝘆 𝗶𝗻 𝗮 𝗚𝗹𝗼𝗯𝗮𝗹𝗶𝘇𝗲𝗱 𝗪𝗼𝗿𝗹𝗱

𝗖𝗮𝗹𝗹 𝗳𝗼𝗿 𝗣𝗮𝗽𝗲𝗿𝘀

𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿 𝗖𝘂𝗹𝘁𝘂𝗿𝗲 𝗧𝗵𝗲𝗼𝗿𝘆 𝗶𝗻 𝗮 𝗚𝗹𝗼𝗯𝗮𝗹𝗶𝘇𝗲𝗱 𝗪𝗼𝗿𝗹𝗱

𝗝𝗼𝘂𝗿𝗻𝗮𝗹:
Journal of Global Marketing

𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿:
Taylor & Francis Group

𝗠𝗮𝗻𝘂𝘀𝗰𝗿𝗶𝗽𝘁 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲:
28 February 2027

𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲

This Special Issue explores how global and local forces shape consumer culture in an era characterized by automation, digitalization, hyperconnectivity, globalization, and sustainability, while simultaneously navigating disruptions, uncertainties, complexities, and ambiguities in international markets.

Drawing on Consumer Culture Theory (CCT), the issue seeks to examine how consumers construct identities, shape preferences, and engage in consumption across diverse cultural contexts. It aims to generate theoretical and practical insights into how brands can effectively balance global standardization with local adaptation while addressing ethical, technological, and socio-cultural transformations in contemporary marketplaces.

The Special Issue welcomes rigorous and innovative research that advances understanding of the complex relationships between culture and consumption and provides actionable insights for academics and practitioners in global marketing.

𝗧𝗼𝗽𝗶𝗰𝘀 𝗼𝗳 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁

Submissions may address, but are not limited to:

• Cultural identities and cross-cultural consumer behaviours
• Consumer identity construction in globalized markets
• Representation of marginalized communities in global marketing
• Brand localization and glocalization strategies
• Consumer decision-making across diverse cultural settings
• Consumer culture paradigms in emerging and under-researched regions
• Cultural influences on marketing and advertising strategies
• Localization of global brand strategies in emerging markets
• Artificial intelligence, social media, e-commerce, and extended reality in consumer culture
• Cross-border e-commerce and digital nomadism
• Micro-communities and influencer-driven consumption trends
• Consumer-driven sustainability movements and zero-waste lifestyles
• Greenwashing, trust, and social responsibility in global markets
• Consumer behaviour during climate crises, pandemics, and political disruptions
• Cultural identity, resilience, and adaptability during crises

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗙𝗼𝗰𝘂𝘀

The Special Issue places particular emphasis on understanding how global consumer trends interact with local cultural identities and institutional contexts. It encourages research that integrates theoretical advancement with practical relevance and offers fresh perspectives on consumer culture in increasingly interconnected and rapidly changing global environments.

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀

• Manuscripts must be submitted through the Journal of Global Marketing's online submission portal.
• All submissions will undergo a double-blind peer-review process.
• Authors should follow the journal's formatting and referencing requirements.
• Submission opens: 15 March 2026
• Submission deadline: 28 February 2027
• The Special Issue is scheduled for publication in 2027.

𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲 𝗘𝗱𝗶𝘁𝗼𝗿𝘀

• Seema Bhardwaj, Symbiosis International Dubai, UAE
• Caroline SL Tan, University of Tsukuba, Japan
• Park Thaichon, University of Southern Queensland, Australia
• Varsha Jain, ESSCA School of Management, France

𝗣𝗼𝘀𝘁𝗲𝗱 𝗼𝗻 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝗦𝗲𝘁𝘂 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰𝘀 — 𝗣𝗿𝗲𝗺𝗶𝗲𝗿 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗳𝗼𝗿 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻

Visit official website of the publisher