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Cited by 111Consumer Behavior in Brand Consumption and IdentificationGlobalization and Cultural IdentityConsumer Behavior and Market Dynamics

The DOI matches its Crossref record; 43 of the 43 references it cites were found in a registry or an index.

Glocal yoga: Re-appropriation in the Indian consumptionscape

Askegaard, Søren, Eckhardt, Giana M.·2012·Marketing Theory
DOI 10.1177/1470593111424180
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Abstract

The contemporary global consumptionscape is characterized by a vast array of global economic, technological and cultural flows. These flows connect different consumer cultures in complex ways. One outcome of global cultural flows is the re-appropriation of cultural practices in their places of origin after a process of sanctioning in (most often) the western hotbed of consumer culture production. In this paper we explore how the crossing and re-crossing of boundaries has fundamentally transformed the practices and ideas behind local consumption practices in the Indian marketplace; specifically, yoga. We uncover six ways in which middle class yoga consumers in India interpret glocal yoga as it becomes a fashionable practice: yoga as a resource management technique, yoga as a health practice, market oriented yoga, global yoga, global yoga as cultural domination, and yoga as national heritage. We discuss the implications of this re-appropriation process for our understanding of marketplace globalization.

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Crossref · 10.1177/1470593111424180

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Citations

Cites

Research works printed but not linked: 4

  1. Alter J., 2004, Yoga in Modern India
  2. Arnould E., 2000, The Why of Consumption, 140
  3. Campbell C., 2007, The Easternization of the West
  4. Heilbrunn B, 2004, La performance, une nouvelle idéologie?

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Metadata

Authors
Askegaard, S., & Eckhardt, G. M.
Affiliations
  • University of Southern Denmark (DK)
  • Suffolk University (US)
Corresponding author
Askegaard, Søren
ORCID
Venue
Marketing Theory
Publisher
SAGE Publications
Published
2012-02-01
Volume
12
Issue
1
Pages
45-60
ISSN
  • 1470-5931 (ISSN-L)
  • 1741-301X
DOI
10.1177/1470593111424180
OpenAlex
W2132307137
Cited by
111
References
43
Citations by year
2026: 7 · 2025: 8 · 2024: 20 · 2023: 3 · 2022: 5 · 2021: 11 · 2020: 19 · 2019: 14 · 2018: 9 · 2017: 4 · 2016: 3 · 2015: 5 · 2014: 3
FWCI
7.30
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations
  • Marketing Theory (publishedVersion)
  • University of Southern Denmark Research Portal (University of Southern Denmark) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
  • Social Sciences › Sociology and Political Science › Globalization and Cultural Identity
  • Social Sciences › Sociology and Political Science › Consumer Behavior and Market Dynamics
Keywords
glocalization, yoga, consumerism, globalization, Indian middle class, cultural domination, national heritage

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