Global Local Dialectical Relationship in a Mediterranean Context

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.


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.


Amina Djedidi, Université Paris-Est, IRG, France
Nacima Ourahmoune, Kedge Business School, France
Daniele Dalli, Università di Pisa, Italy


NA - Advances in Consumer Research Volume 45 | 2017

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