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

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.

ORCID iDs

Jafari, Aliakbar ORCID: https://orcid.org/0000-0003-4321-2911

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• Item metadata

  Item type:	Article
  ID code:	25856
  Dates:	Date Event 2010 Published
  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:	11 Nov 2024 09:38
  Related URLs:	Journal or Publication
  URI:	https://strathprints.strath.ac.uk/id/eprint/25856