Originality/Value: Results show further evidence that the concept is culturally laden and that the socio-cultural characteristics of Tunisia altered its meanings established in the West, mostly associated to its origins and emergence.
Zouaoui, H. and Smaoui, F. (2019), "Story of Cool: Journey from the West to Emerging Arab Countries", Bajde, D., Kjeldgaard, D. and Belk, R. (Ed.) Consumer Culture Theory (Research in Consumer Behavior, Vol. 20), Emerald Publishing Limited, pp. 73-84. https://doi.org/10.1108/S0885-211120190000020009Download as .RIS
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