Global Local Dialectical Relationship in a Mediterranean Context

Amina Djedidi, Université Paris-Est, IRG, France
Nacima Ourahmoune, Kedge Business School, France
Daniele Dalli, Università di Pisa, Italy
We study the sources of brand iconicity in a Southern Mediterranean Non-Western context where the leader is the local brand versus the giant Coca-Cola (epitome of a global brand). We reveal how local cultural macro-social and micro discourses are intertwined to sustain this situation of inversed brand leadership in Algeria.
[ to cite ]:
Amina Djedidi, Nacima Ourahmoune, and Daniele Dalli (2017) ,"Global Local Dialectical Relationship in a Mediterranean Context", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 406-409.