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

Aliakbar Jafari, Christina Goulding

Research output: Contribution to journalArticle

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.
Original languageEnglish
JournalAdvances in Consumer Research
Volume38
Issue number1
Publication statusPublished - 2010

Keywords

  • local-global institutions
  • consumers
  • interaction
  • Iran
  • globalization
  • contemporary societies

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