@article{bouslam2016tunisian,
  title = {Tunisian Consumer's Cultural Identity Dynamics},
  author = {Morsy Sahlaouiand Néji Bouslam},
  year = 2016,
  url = {https://ibimapublishing.com/articles/JMRCS/2016/181708/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = (2016),
  pages = 14,
  doi = 10.5171/2016.181708,
  abstract = {The main objective of this research is to identify the major changes affecting consumer cultural identity. Due to globalization and multimedia development, cultural changes and cultural identity shifting became more and more possible especially with the development of the acculturation insitu (Hirshmann Touzani 2011). We developed in this paper a conceptual model reflecting cultural identification possibilities and their antecedents such as family cultural orientation and demographic characteristics. We tested this model with a sample of Tunisian students. The results of our research show a valid model where local consumer's cultural identity is bidirectional. This means that in North American markets (Laroche and al 1998, (Berry 1980, 2001, Penazola 1994, Laroche, Kim et Tomiuk 1998, Maldonado, Tansuhaj 2002) or in other emerging markets (Ustuner and Holt 2007, Touzani and Hirshman 2011), in front of a new hegemonic culture, consumers’ cultural identity develops two major parallel dimensions: identification to local culture and acculturation to occidental one. These results are interesting for exporting firms who desire to have a more precise idea on local consumer's cultural orientations; this would help them to develop more effective exporting strategies.},
  keywords = {Cultural identification, religiousness, acculturation insitu.},
  note = Article ID: 181708
}