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 attri- butes of this region provide an interesting context for mar- keters’ studies. The ideology of ‘Mediterraneanism’ claims that Mediterranean cultures share common, distinctive char- acteristics (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 (Tlaiss and Kauser, 2011).