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Globalization tug-of-war: consumption as a site of conflict

Jafari, Aliakbar and Goulding, Christina (2010) Globalization tug-of-war: consumption as a site of conflict. Advances in Consumer Research, 38 (1). ISSN 0098-9258

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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.

Item type: Article
ID code: 25856
Keywords: local-global institutions, consumers, interaction, Iran, globalization, contemporary societies, Marketing. Distribution of products, Sociology, Economics and Econometrics, Applied Psychology, Marketing
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 08:44
Last modified: 21 May 2015 12:56
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