Jafari, Aliakbar and Goulding, Christina (2010) Globalization tug-of-war: consumption as a site of conflict. Advances in Consumer Research, 38 (1). ISSN 0098-9258Full text not available in this repository.
This study addresses the local-global institutional tensions and consumers' interactions with meanings systems in Iran and highlights how the consolidating forces of the local context clash with globalization dynamics. Two conceptual models are proposed as useful analytical tools to study consumers' multiple interactions with globalization dynamics in contemporary societies.
|Keywords:||local-global institutions, consumers, interaction, Iran, globalization, contemporary societies, Marketing. Distribution of products, Sociology|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
Social Sciences > Sociology
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Dr Aliakbar Jafari|
|Date Deposited:||13 Jul 2010 09:44|
|Last modified:||12 Mar 2012 11:15|
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