The Mediterranean Region is unique in that it comprises
three different continents—Southern Europe, North Africa
and Western Asia—and includes more than 20 nations with
shorelines along the Mediterranean Sea. This region is known
for its cultural, social, economic, trade, security and political
exchanges among its different countries. The unique attributes
of this region provide an interesting context for marketers’
studies. The ideology of ‘Mediterraneanism’ claims
that Mediterranean cultures share common, distinctive characteristics
(Harris, 2005). Recognition of the importance of
the Mediterranean School of Marketing was initiated by
several published studies (Cova and Cova, 2002; Carù and
Cova, 2007; Dalli and Romani, 2012). More research conducted
in the Mediterranean context is imperative to build the basis for
further advancement of the Mediterranean marketing theory.
One of the countries in the Mediterranean Region is Lebanon.
Lebanon is considered to be unique in the Mediterranean
Region because it boasts remarkable interaction between the
Middle East and the West