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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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Abstract

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.