Separate But Together: Mediterranean Identity in Three Countries

35 Pages Posted: 21 Nov 2014

See all articles by Luca Petruzzellis

Luca Petruzzellis

University of Bari Aldo Moro

Samuel Craig

New York University (NYU) - Department of Marketing

Date Written: May 19, 2014

Abstract

Contextual factors help shape elements of culture. This paper examines the influence of proximity to the Mediterranean Sea on creating cultural similarities across three countries. Semi-structured interviews were conducted in Italy, Spain, and France to assess similarities and differences between respondents. Using a grounded theory approach common cultural elements were identified that transcend political boundaries suggesting that the common context fosters similar cultural elements. At the same time, there are important cultural elements that are uniquely associated with each country. A key implication relates to the extent that similar values and beliefs appear to cut across political boundaries suggesting the existence of transnational segments. It also suggests the importance of considering contextual factors when developing an understanding of consumer behavior.

Keywords: culture, Mediterranean identity, contextual factors, cross-cultural, values and attitudes, qualitative research

Suggested Citation

Petruzzellis, Luca and Craig, Charles Samuel, Separate But Together: Mediterranean Identity in Three Countries (May 19, 2014). Available at SSRN: https://ssrn.com/abstract=2528188 or http://dx.doi.org/10.2139/ssrn.2528188

Luca Petruzzellis (Contact Author)

University of Bari Aldo Moro ( email )

Largo Abbazia Santa Scolastica 53
Bari, 70124
Italy

Charles Samuel Craig

New York University (NYU) - Department of Marketing ( email )

Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States

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