Navigating culture mixing: a framework for global brand legitimacy in an era of deglobalization

Purpose This conceptual paper explores how global brands navigate culture mixing to build and sustain legitimacy in response to the market shift from globalization to deglobalization. Design/methodology/approach This research adopts a conceptual approach, integrating the legitimation process perspective and the polyculturalist paradigm to develop a comprehensive framework for understanding global brand legitimacy through culture mixing. The framework begins by contextualizing the transition from globalization to deglobalization, highlighting the shifting market logic and its implications for legitimacy priorities. It then focuses on the active role of global brands in navigating legitimacy challenges through cultural environment considerations and culture-mixing strategies. Insights are derived from existing literature and case-based observations of global brand practices. Findings This paper introduces a dual-lens framework integrating host-country institutional sensitivity and brand cultural symbolism. Four adaptive culture-mixing strategies (i.e. material blending, heritage fusion, assimilation fusion and value blending) are identified and aligned with different stages of the legitimation process. Originality/value This paper advances the legitimation process perspective by contextualizing it within a deglobalized market logic and reframing culture mixing as a long-term legitimacy-building strategy. It offers actionable insights for global brands to balance global-local tensions and achieve sustained legitimacy in volatile environments.