Cosmopolitan communities

This research contributes to the poststructuralist stream on consumer cosmopolitanism by exploring the role of a cosmopolitan community in shaping cosmopolitan identity. It suggests that cosmopolitan communities can shape consumers' cosmopolitan identity in many ways: a) by promoting a different polarity (cosmopolitan-parochial instead of cosmopolitan-local), it shifts how consumption practices are used to maintain symbolic boundaries, b) by validating cosmopolitan ideals and preferences, it works as a catalyst in the process of becoming a cosmopolitan consumer, c) by functioning as a community of practice, it provides cosmopolitan knowledge and skills which directly influence consumer choice and usage of products, services, places and brands. Implications for marketers are discussed.