Crossing Bridges: Assembling Culture into Brands and Brands into Consumers' Global Local Cultural Lives

Fournier and Alvarez (2019—this issue) and Batra (2019—this issue), respectively, offer interpretive and psychological perspectives on how brands acquire cultural meanings. In this commentary, we discuss the opportunities for leveraging these two perspectives, and use an assemblage theory lens to uncover the dynamics of how cultural models articulated through cultural myths, metaphors, ideologies, and cultural objects circulate through the brand assemblage and through the consumer assemblage. We offer a bridge‐crossing approach to research opportunities bringing both a socio‐historical‐cultural approach and psychological approach to understand how cultural meanings are assembled into brands and how consumers assemble brands into their lives.