Beyond adaptation: consumer-driven glocalization and the negotiation of luxury brand meaning in China

Purpose Luxury brands face an enduring challenge in balancing global consistency with local adaptation, particularly in digitally connected markets such as China. While prior research emphasizes firm-driven adaptation, this study highlights the role of consumer agency, with particular attention to fluid consumers who seamlessly navigate global and local cultural contexts, in shaping glocalization outcomes. Design/methodology/approach The research adopts a qualitative design that combines a large-scale netnographic analysis of more than 3,500 consumer posts with 16 complementary in-depth interviews to examine how Generation Z consumers in China evaluate cultural authenticity, brand heritage and digital engagement in localized luxury campaigns. Findings The findings reveal that glocalization success depends not only on brand strategy but also on consumer interpretation, negotiation and discourse in digital spaces. A conceptual framework for consumer-driven luxury brand glocalization is developed, identifying four interrelated dimensions: (1) cultural authenticity, (2) the balance of brand heritage and local adaptation, (3) consumer digital engagement and (4) consumer-driven brand equity. Originality/value The study extends cultural branding theory by showing that authenticity is co-constructed between brands and consumers, refines hybrid branding theory by demonstrating that selective adaptation must be validated through consumer acceptance and expands co-creation theory by emphasizing the role of digital activism in shaping desirability.