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Cosmopolitanism, Markets, and Consumption pp 99–125Cite as

Palgrave Macmillan

Global Brands and Cosmopolitanism: Building Cosmopolitan Attitudes Through Global Consumers in São Paulo

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Abstract

In order to identify cosmopolitan attitudes within the experiences that form ‘cosmoscapes’, we develop a study of global brands consumption. We analyse the relations between global brands consumption and their ‘brandscapes’ that lead to a building process of a world view, as well as the representations of local and global cultural symbols that are present in these imbrications. The study was conducted in São Paulo with young people through in-depth interviews (N = 40), two focus groups, and the analysis of interaction with brands in digital social media. The selected individuals interact with the global brands physically or virtually, through different consumption practices. Through them, they may build a global, a glocal, or a local perspective, as well as they may connect to Others and reproduce a cosmopolitan lifestyle, or maintain their own values and lifestyles.

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Notes

  1. 1.

    Our research assistants Débora Yukie Yoshimoto and Hanna Bakor were responsible for the data collection and participated in the analysis of data material.

  2. 2.

    The interview’s excerpts are presented as summaries of the interviewees’ narratives, translated from Portuguese to English.

  3. 3.

    To see more examples, the hashtag has several posts https://www.facebook.com/search/top/?q=%23moetmoment

  4. 4.

    http://eu.louisvuitton.com/eng-e1/lv-for-unicef/lv-for-unicef#/home

  5. 5.

    https://www.facebook.com/search/top/?q=%23makeapromise

  6. 6.

    https://plus.google.com/+NatandLo/videos

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Author information

Authors and Affiliations

  1. Department of Communication and Consumption Studies, School of Advertising & Marketing (ESPM), São Paulo, Brazil

    Viviane Riegel

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  1. Viviane Riegel
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Editor information

Editors and Affiliations

  1. Odense M, Denmark

    Julie Emontspool

  2. University of Southern Denmark, Odense M, Denmark

    Ian Woodward

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Riegel, V. (2018). Global Brands and Cosmopolitanism: Building Cosmopolitan Attitudes Through Global Consumers in São Paulo. In: Emontspool, J., Woodward, I. (eds) Cosmopolitanism, Markets, and Consumption. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-64179-9_5

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  • DOI: https://doi.org/10.1007/978-3-319-64179-9_5

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  • Publisher Name: Palgrave Macmillan, Cham

  • Print ISBN: 978-3-319-64178-2

  • Online ISBN: 978-3-319-64179-9

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