Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda

Purpose The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper. Design/methodology/approach A systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international...