When Starbucks Meets Turkish Coffee: Cultural Imperialism and Islamism As 'Other' Discourses of Consumer Resistance

Prior studies situate consumer resistance as a postmodern and postmaterialist reaction to a permeating consumer culture, excessive materialism, and controversial marketing strategies. This research extends existing literature by examining alternative discourses and practices of consumer resistance as shaped by economic, cultural, social, and political consequences of globalization in a developing country context. Cultural imperialism and Islamism are identified as the prominent discourses while situational resistance and concessionary acceptance are found to be culturally idiosyncratic practices of consumer resistance in this context.


Elif Izberk-Bilgin (2008) ,"When Starbucks Meets Turkish Coffee: Cultural Imperialism and Islamism As 'Other' Discourses of Consumer Resistance", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 808-809.


Elif Izberk-Bilgin, Univeristy of Michigan, Dearborn


NA - Advances in Consumer Research Volume 35 | 2008

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