Religiosity and global brand consumption as an agent of modernisation in developing economies

This study is a narrative review arguing that global brands are agents of modernisation in developing economies with notable contributions to socio-cultural changes and economic development. Through the underpinning conversation of modernisation theory and dependency theory, this chapter explores the role global brands play in shaping the modern society in emerging markets of developing economies. To explore the interaction between global brands and emerging market consumers, the study focuses on religious values mainly modesty and the digitally enabled consumption of iconic global brands. Self-concept and social identity theory prove instrumental in recognising global brands as agents of modernisation in developing economies. The dependency theory and postmodernism play a balancing act in the interaction between global brands and emerging markets, offering different points of view and practices to national development (see figure 1). Online retailing, online food delivery, and fashion industries’ global brands interface with modesty -as considered in few religious readings- in emerging markets is explored as examples of the studies narrative. The study calls for empirical, interdisciplinary research into global brands as agents of modernisation. It encourages multinational corporations and global brand management to reconsider the scope of their brands' social responsibility and role in the economic development of emerging markets.