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Consumer Cosmopolitanism in the Age of Globalization by Melvin Prince

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CHAPTER 5

Cosmopolitans Go Shopping

A Phenomenological Inquiry into How Cosmopolitans Relate to Global and Local Brands

Siok Kuan Tambyah

NUS Business School

National University of Singapore

Darius Chen

Talisman Energy

Introduction

The term “cosmopolitan” from its Greek origins of “cosmos” (world) and “polis” (city) suggests a citizen of the universe who embraces humanity and the inherent diversity it brings. However, cosmopolitanism as we know it today is more than a theory on well-to-do information-seekers who travel across national boundaries. It is a distinction,1 an orientation,2 and a journey.3 The cosmopolitan–local distinction was first made by Merton,4 who identified the “cosmopolitans” in a small town in France as individuals who ...

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