This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.,A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).,The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.,This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

中文翻译：

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新兴市场的传统景观

本研究旨在开发和测试传统景观框架，在该框架中，消费者将当地传统作为培养新兴市场文化认同的资源。,一种具有定性 (n = 38) 和定量数据 (n = 600) 的多层次研究方法是在巴西南部（南里奥格兰德州）的高乔传统背景下使用。研究结果表明，传统景观在一个流动的过程中运作，通过消费者识别过程使当地文化依附于传统价值。传统景观建立了一种当地文化依恋感，作为社会、文化和当地认同的来源。调查结果还支持我们的三阶段传统景观框架，强调依赖于消费者全球文化抵制的识别过程。这项研究为消费研究中传统与全球化之间既定的关系提供了一个新的观点。我们通过将讨论转移到传统景观的流动过程来为这场辩论做出贡献，其中传统价值是通过消费者占有和对当地传统的认同而产生的，即使在全球化的背景下也是如此。尽管最近的研究表明全球文化可以破坏当地传统，但传统景观作为与其他全球文化流动共存的扩展视角而运作。我们通过将讨论转移到传统景观的流动过程来为这场辩论做出贡献，其中传统价值是通过消费者占有和对当地传统的认同而产生的，即使在全球化的背景下也是如此。尽管最近的研究表明全球文化可以破坏当地传统，但传统景观作为与其他全球文化流动共存的扩展视角而运作。我们通过将讨论转移到传统景观的流动过程来为这场辩论做出贡献，其中传统价值是通过消费者占有和对当地传统的认同而产生的，即使在全球化的背景下也是如此。尽管最近的研究表明全球文化可以破坏当地传统，但传统景观作为与其他全球文化流动共存的扩展视角而运作。