The myriad meanings of cultural identities

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/approach This is a conceptual paper and a response to commentaries on the initial paper Strizhakova...