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1 Marketing Lebanese Identity through People’s Uprising: 2 Promoting Ethnocentrism and Lebanese Products and 3 Services 4 5 For centuries, Lebanon has been affected by a series of colonizations, 6 foreign settlements, illegitimate occupations, oppressions, lack of freedom, 7 internal and external conflicts and a deteriorating economic situation that 8 led to an overwhelming brain drain. Those who departed have excelled and 9 left a very positive impact in various economic, medical, political and social 10 sectors in their countries of immigration. Those who stayed were very eager 11 to leave Lebanon looking for new opportunities outside their country. 12 Suddenly, in an unprecedented move, Lebanese residing in Lebanon and 13 those who have immigrated are united in a revolution, the October 17, 2019 14 Revolution, not along sectarian affiliation, which took hold of the country’s 15 identity for many years, but under a united goal to remove an inefficient, 16 incompetent and corrupted government. This research work consists of a 17 series of semi-structured interviews focusing on how various individuals 18 view their identity. The sample consists of both Lebanese individuals who 19 immigrated during the last ten years and others still residing in Lebanon. 20 The aim of the research is to study the attitude of Lebanese people towards 21 their identity. A world known Lebanese author referred to this ambiguity by 22 “You have your Lebanon and I have my Lebanon.” (Gibran, 1933). 23 However, because of the recent revolution, the researchers decided to 24 analyze the attitude of the Lebanese people towards their identity 25 before/during/and after the October 17, 2019 Revolution. The researchers’ 26 objective is to understand this complex social phenomenon and develop a 27 model to market the Lebanese identity in order to achieve a brain drain 28 reversal hoping to boost the loyalty of the scattered diaspora to their 29 homeland so that they can contribute towards the economic stability, 30 intellectual and cultural revival and reconstruction of Lebanon. 31 32 Keywords: Marketing Lebanese Identity and Products, Brain drain 33 34 35 Introduction 36 37 Living in a country geographically located in the Middle East, but quite 38 different from its surrounding Arab neighbors, 39 40 In a country invaded by non-locals such as Syrians, Palestinians, 41 Egyptians, Iraqi who flew the civil wars in their countries and settled there, 42 In a country where most of the working force is Ethiopian, Sri Lanky, 43 Bengali, Syrian, Kurd, Turk, Syrian, 44 In a country where the local language is rarely spoken and/or is often 45 mixed with French and/or English, 46 In a country devastated by a series of consecutive wars, 47 In a country where corruption is the rule, 48 In a country where government institutions are inefficient,

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1 In a country where individuals are assessed according to the religion they 2 were born with, 3 In a country suffering from severe economic crisis and high 4 unemployment rate, 5 In a country where a large number of young educated citizens have left, 6 In a country where those who are still there are eager to leave, 7 In a country where the majority of the citizens have double nationalities…, 8 …, …, 9 10 How can we market the Lebanese identity so as Lebanese citizens 11 worldwide feel proud and join hands in order to rebuild Lebanon’s 12 infrastructure and economy? Miracles may happen. 13 This research work will investigate how Lebanese citizens view their 14 identity. The researchers’ objective is to develop a framework helping to stop 15 or eventually reverse the brain drain. This can be achieved through marketing 16 the Lebanese identity by enhancing the loyalty of local citizens and the 17 scattered diaspora to their home country so that they can contribute to the 18 economic, intellectual and cultural reconstruction of Lebanon. 19 20 21 Literature Review 22 23 “Know thyself!” a key topic in Socrates’ principles in psychopathology, 24 has been widely analyzed in various articles (Moore, 2014) (Krueger and al., 25 2011) (Karpas, 1915). 26 Who am I? What is my Identity? 27 “Identity” is a widely used term that has different meanings to different 28 people. “Identity” refers sometimes to a sense of integration of the self, in 29 which different aspects come together in a unified whole. (Deaux, 2001). 30 “Identity” refers to the self-concept, the image people have of themselves, or 31 the sense of who they are. (Champniss et al., 2015). “Identity” refers also to the 32 patriotic belonging or level of attachment to political or religious sects (Gibran, 33 1933; Maalouf, 2011). 34 Another aspect of identity is Social identity which refers to the part of an 35 individual’s self-concept derived from his/her knowledge of his/her 36 membership in a social group (or groups) together with the value and 37 emotional significance attached to that membership ( Brewer, 2001, Jenkins, 38 2014). 39 Similarly, Ethnic identity changes with the environment, as in the case of 40 immigration. People will often establish connections with neighborhoods, 41 organizations, stores and products in the new country that reflect and promote 42 their ethnic identity of origin. (Deaux, 2001). When a person relocates from 43 one place to another for education, career or the like, he/she starts to develop 44 social supports in the new location to replace those supports that are no longer 45 part of his/her immediate environment. This process of grounding an identity in 46 a new social environment has been termed “remooring” (Deaux, 2001).

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1 In addition, the linguistic practices are reflected in the individual and 2 collective identities and inevitably shaped by the socio-political and cultural 3 situation of the region people are living. (Diez, 2021). In her study, Diez 4 analyzed recent linguistic developments and how Lebanese perceive that 5 speaking Arabic influences their identity and ethnic belonging.(Diez, 2021). 6 Different identities may lead to identity confusion (Munley and al., 1975) 7 and “identity crisis” (Erikson, 1981). According to the Lebanese author Amin 8 Maalouf, each individual’s identity is made up of a number of elements not 9 restricted to the particular identity set down in the official records. “I haven’t 10 got several identities: I’ve got just one, made up of many components 11 combined together in a mixture that is unique to every individual” (Maalouf, 12 2000). Maalouf, who resided in Lebanon and in France, was often asked 13 whether he felt “more French” or “more Lebanese”. His answer was 14 consistently the same “Both”. That is what he really feels. He pursued “I am 15 poised between two countries, two or three languages and several cultural 16 traditions. It is precisely this that defines my identity. Would I exist more 17 authentically if I cut off a part of myself” (Maalouf, 2000). According to 18 Maalouf, many young adults whose roots are in a culture but who lived in 19 another felt the same dilemma (Maalouf, 2000) which is the case of many 20 Lebanese. Their vision of themselves and their identity differs as some are still 21 living in Lebanon, whereas many are well settled in foreign countries, while 22 others are coming back to live in Lebanon after having spent years abroad. 23 As Lebanon has been affected by series of colonization, foreign 24 settlements, illegitimate occupations, internal and external conflicts, people 25 have been living in a VUCA world - Volatile, Uncertain, Complex and 26 Ambiguous- (Bennett and Lemoine, 2014). The resulting oppressions and lack 27 of freedom led to a lot of exiles and an overwhelming brain drain. The brain 28 drain continued due to the devastating civil war and the deteriorating economic 29 situation in the country (Kronfol, 1987, Dibeh and al, 2017, Dibeh and al, 30 2018). 31 Many Lebanese authors referred to this brain drain. Ameen Rihani (1921), 32 took a liberal attitude by adopting the idea of the "Citizen of the World": "We 33 are not of the East or the West; No boundaries exist in our breast: We are free" 34 (Rihani, 1921). However, can the Lebanese -whether residing in Lebanon or 35 abroad - reach that level of freedom of thought? 36 Gibran Khalil Gibran, who lived the oppression and lack of liberty of 37 expression, wrote about the development of the Arab identity as he himself had 38 controversy feelings. Gibran’s words ring true today as the nation is subdivided 39 and the country struggles with an identity shaped by history, colonization, 40 internal and external wars, and a geographic location in a rough neighborhood. 41 (Abu-Fadil, 2010, Dammarell,, 1992). 42 Gibran referred to the political and sectorial conflicts that are oppressing 43 citizens, when he sorrowfully wrote: 44 45 Pity the nation that is full of beliefs and empty of religion. 46 Pity the nation divided into fragments, each fragment deeming itself a nation

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1 Pity the nation that wears a cloth it does not weave, eats a bread it does not 2 harvest, and drinks a wine that flows not from its own wine-press… (Gibran, 3 1933). 4 5 As if Gibran was referring to today’s purchase behavior of Lebanese. 6 Consumers are concerned about country of origin of products they buy (Piron, 7 2000, Kalicharan, 2014, Krupka, 2018, Zbib, 2012, Zbib, 2010). However, for 8 Lebanese who are still residing in Lebanon, the unstable and oscillating sense 9 of belonging resulted in them being less patriotic and thus less willing to buy 10 specialty products that are “Made in Lebanon” (Ahmed et al., 2012), thus no 11 ethnocentric. This is observed mainly in young generations who are highly 12 involved in their families’ purchase decisions (Kwai-Choi Lee, 2000). 13 According to Shiffman and Wisenblit (2019), ethnocentrism is the 14 consumer’s willingness to buy or not buy foreign-made products. Consumers 15 who are “high” in ethnocentrism are not willing to purchase foreign-made 16 products. They even feel it is inappropriate or wrong to do so (Shiffman and 17 Wisenblit, 2019). Ethnocentric consumers avoid purchasing foreign made 18 products, tend to limit their purchase to locally made, domestic products due to 19 affective and normative considerations. They are willing to try locally made 20 products, repeat purchases and spread positive word-of-mouth about it 21 (Sharma, 2015; Farah and Mehdi, 2021; Watson, 2000, De Dreu, 2011, 22 Ziemnowiez, 2007). According to Spillan et al. (2007, p. 40), ethnocentrism can 23 be defined as “a means of differentiating consumer groups who prefer domestic 24 goods over imported goods.” Although some ethnocentric groups might exhibit 25 purchasing bias towards their local products, they might still feel constrained to 26 buy foreign products due to various ethnocentric impediments (Farah and 27 Mehdi, 2021). 28 Shimp and Sharma (1987) proposed a more consumer-oriented definition 29 of ethnocentrism, describing it as the belief that purchasing imported products 30 is morally wrong due to the general unpatriotic nature of that activity as well as 31 its negative effect on domestic economy and employment. Highly ethnocentric 32 consumers not only refuse to purchase foreign-made products, but also 33 reprimand others for engaging in such unethical purchasing behaviors (Shimp 34 and Sharma, 1987, Shankarmahesh, 2006). 35 It is worth noting that Lebanese consumers are highly influenced by 36 political events as well as resolutions taken by local and foreign governments. 37 As a result, they often avoid buying and even boycott products made in that 38 specific foreign country (Mrad, and al, 2014; Klein and al, 2002). Many 39 Lebanese consumers have boycotted American products (Farah, 2011) or 40 European products as their respective governments have negatively affected 41 human rights or some political ideologies (Farah, 2011). By boycotting, 42 consumers take a stand and reflect their anger towards a product or a country 43 (Jill and al., 2002). They consider boycotting as a way to maintain or enhance 44 self-esteem and protect their identity (Brewer and Brown, 1998; Pittman, 1998; 45 Farah, 2011). 46 The researchers agreed that many of Gibran’s quotations are still valid 47 today as they were reflected in major slogans during the recent people’s uprise

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1 known as “October 17, 2019 Revolution”. As a result of an unbearable 2 oppression, corruption and bad economic situation, topped by a series of 3 intended forest fires and an additional unjustified increase in taxes, Lebanese 4 from different political and religious affiliations joined their voices to express 5 their revolt against all government institutions and their anger towards 6 prevailing corruption (L’Orient- Le Jour, 2019, Youssef, 2020). They are 7 requesting drastic changes in the public sector and reversing the current 8 corrupted government (El Hokayem, 2019). For the first time since ages, 9 Lebanese are united and holding only the Lebanese flag. They succeeded in 10 creating a Human Chain from North to South of Lebanon, holding the 11 Lebanese flag and chanting the National Anthem (An-Nahar, 2019). They even 12 passed one Lebanese pound along this Human Chain to show unity and support 13 of the Lebanese currency (An-Nahar, 2019). Lebanese immigrants or Lebanese 14 residing abroad have also gathered in their place of residency to express their 15 anger, as the corrupted politicians are the main reason of their leaving their 16 home country and their families. For many this is their “Last Chance.”(Shaar, 17 2019). 18 It is worth noting that most of the Lebanese who are revolting are young 19 adults and university graduates who are unable to ensure long term jobs and 20 plan a secure career path. They are frustrated, demotivated, and offended as 21 less qualified people are acquiring top jobs only because they are affiliated to a 22 specific political party or they have good connections known as “vitamin W” 23 called in Arabic “wasta” (Shaar, 2019) 24 Upon the approval of most university presidents (Khuri and Daccache, 25 2019), faculty members and students are organizing frequent protest campaigns 26 to express their anger against the current situation. As roads, shops, schools 27 and universities are closed by protestors, some students are inquiring about 28 when classes will resume. In his reply, a university faculty member posted the 29 following message on social media: “To all my students: If you come to class 30 instead of protesting to save your country and your future… Then I know I 31 failed to teach you anything of real importance” (Abdulnur, 2019). 32 However, eighteen months after the October 17, 2019 Revolution, the 33 future does not look bright due to a political paralysis and an alarming 34 economic crisis (Fisk, 2019, Mizrahi and al., 2020, Youssef, 2020); a year 35 marked by a fourfold crisis in Lebanon: economic, political, healthcare, and the 36 port explosion. In addition, the Covid-19 pandemic, has worsened the 37 country’s economic difficulties. After the revolution, the economic crisis, 38 aggravated by the country’s political paralysis, corruption, and the Syrian 39 refugee problem, has worsened even further (Fisk, 2019). The calls for political 40 reform and improving economic situation and standards of living have not been 41 answered yet. (Mizrahi and al., 2020). 42 This research work will focus mainly on how Lebanese individuals define their 43 identity and their loyalty to their country, and explain more how we can rebuild 44 the identification after it is lost. 45 46

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1 Methodology and Limitations 2 3 This research work consists of a series of semi-structured interviews 4 focusing on how various generations view their identity. The researchers 5 interviewed 5 Lebanese still residing in Lebanon and 20 Lebanese who left the 6 country 10 years ago or more looking for better job opportunities and living 7 conditions elsewhere and are residing in different countries. Graduate students, 8 working adults and retired elderlies were considered. The sample consists of a 9 diversified group in terms of gender, education, religious affiliation, income 10 level and occupation. 11 The countries of current residency were selected based on their respective 12 culture, education, job opportunities and presence of Lebanese in the area. The 13 sample is made of Lebanese who immigrated 10 years ago to the United States 14 of America (US), Canada (C), Europe (E), the United Arab Emirates (A), and 15 those who stayed in Lebanon (L) 16 The interviewees are referred to by the country they are currently residing 17 in and by their age. 18 Six Lebanese people who 10 years ago have immigrated US18 US25 US30 US40 to the United States of America US50 US64 Six Lebanese people who 10 years ago have immigrated C18 C25 C30 C40 C50 to Canada C64 Six Lebanese people who 10 years ago have immigrated E18 E25 E30 E40 E50 to Europe E64 Six Lebanese people who 10 years ago have left for the A18 A25 A30 A40 A50 United Arab Emirates A64 Six Lebanese people who are still in Lebanon L18 L25 L30 L40 L50 L64 19 20 The researchers have used primary data obtained from interviews (online 21 and through phone calls) as well as private written messages, online feedback 22 and posts on social media supplemented with secondary data from local and 23 foreign newsprints and TV reports. The spreading of the Corona virus has 24 limited face-to-face exposure. This allowed the interviewee to feel more at 25 ease, deliberately giving their true opinion without any restriction or 26 embarrassment caused by being face-to-face with the interviewer. However, 27 the researchers were not able to assess the interviewees’ facial and physical 28 expressions, gestures and true feelings. 29 As diverse events and new developments are rapidly and simultaneously 30 occurring, the researchers decided to divide the period studied into three parts 31 (before the October 17, 2019 Revolution, During the Revolution, and Eighteen 32 month after the Revolution) as the interviewees’ responses might be quite 33 different. 34 To be ethical, a research project needs to be designed to create valid and 35 trustworthy outcomes if it is to be believed to pursue the truth (Busher, 2002). 36 A test of trustworthiness was prepared (Table 2). It is important to note that 37 both researchers are Lebanese citizens and have lived all their lives in Lebanon

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1 and were present there before/ during and after the October 17, 2019 2 Revolution. 3 4 5 Research Findings and Analysis 6 Before the October 17, 2019 Revolution 7 8 When asked about the reason that made them emigrate from Lebanon 9 10 Three respondents mentioned the civil war: 11 12 “Escaping the civil war” US50, E50, C50 13 14 Another one referred to the political struggle: 15 16 “My brother was killed during fights between politically affiliated groups.” C40 17 18 A 50 years old interviewee said: 19 20 “I left Lebanon because I was living on the war front line/ battlefield/ 21 demarcation line. My house was completely demolished. We were all terrified.” 22 C50 23 24 Many young interviewees left to pursue their education. One even explained: 25 26 “I went to the US to get a PhD degree intending to go back home, work there and 27 serve my country. However, the unstable political situation and the lack of 28 opportunities a successful career path made me change my plans. It is a pity. I 29 stayed in the US. I do not intend to go back to Lebanon” US40 30 31 Others reported that they left the country looking for jobs: 32 33 “Stable job opportunities and long-term career plans” C30, A25, A30, A64 34 35 Many interviewees from different age groups referred to corruption and lack of 36 ethics. 37 38 “I cannot stand lack of moral values. I left Lebanon to escape unfairness, 39 increased corruption” E40, E25, A40, US40 40 “I want to be appreciated for what I am, what I can do and not which political 41 party I belong to or which religion I was born in. I am looking for an 42 environment where human rights are respected, where equal opportunities are 43 opened for candidates who have the skills and are willing to succeed on their 44 own” C40, US25 US18, US30 US64, C25, C50., E25, E50, , A30, 45 46 This search for respect is highly felt by four interviewees who are still 47 living in Lebanon L18, L25, L30, L40. One of them reported: 48

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1 “I will give up everything to get another nationality as I do not want to stand at 2 the doors of embassies begging for any visa. A decent nationality will open doors 3 for decent long-term job opportunities and give my kids a decent life” L30 4 5 As mentioned in the literature review, the civil war, political conflicts and 6 corruption were the main causes of emigration as people were looking for 7 better education and job opportunities to secure a decent living (Gibran, 1933, 8 Shaar, 2019). 9 10 When asked about how they feel towards the country they are living in today 11 A young Lebanese employee reported: 12 13 “I took two days from my annual leave to join my compatriots in Toulouse in 14 order to represent Lebanon at “Forum of Languages” event. We were all proud 15 to market our culture wearing traditional cloth, dancing and offering Lebanese 16 food” E25 17 18 Some interviewees expressed their feelings: 19 20 “I am struggling because of discrimination. Form the first moments, my 21 colleagues stepped back as my name revealed my ethnic belongings which is 22 associated with terrorism in Western Societies. Until now, I do not feel I belong” 23 US25 24 “On my first day on a new job, my co-workers asked me: “Why did they hire you 25 instead of hiring a compatriot?” So how do you want me to feel?” E30 26 “I rented an apartment. I refused to buy one because I still feel I am a stranger 27 and I do not belong to the culture. I will definitely retire in my village back 28 home” E40 29 30 Three young students reported different experiences. The first one said: 31 32 “I feel neglected. My classmates are reluctant to involve me in their group 33 activities because of my accent. As soon as I will get my degree, I will search for 34 job opportunities in Lebanon or in the Arab world” US18 35 36 The second one explained: 37 38 “I was enrolled in a top American elementary school in Lebanon. I speak English 39 very fluently with an American accent. This is why, when I moved to the US to 40 pursue my academic path, I was easily accepted by my classmates. I am joining 41 them in various school and sport activities. However I feel very nostalgic when 42 festivals or concerts are featuring key Lebanese singers” A18 43 44 The third one provided more details: 45 46 “When in Lebanon, I was exempted from Arabic classes as I had a foreign 47 passport. I was reluctant to speak Arabic just as most of the young generation in 48 Lebanon. As soon as I arrived to the US to join the university, I felt homesick and 49 started learning Arabic. I was eager to finish my studies, return home, settle there

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1 and marry a Lebanese girl. I have currently earned a high position in an 2 American company. I am happily married to an American lady, father of three 3 kids who only speak English. I am reluctant to visit Lebanon” US50 4 5 As mentioned in the literature review (Maalouf, 2000), some Lebanese had 6 a strong nostalgia towards their homeland as they did not feel they belong to 7 the country they have emigrated to (Munley and al., 1975). Some felt 8 discriminated and neglected, two felt nostalgic whereas only one was able to 9 integrate from the beginning (Diez, 2021) and another one was able to integrate 10 at a later stage. 11 12 When asked about their current situation and future and retirement plans: 13 A Lebanese residing in Lebanon complained: 14 15 “I wish I was never born in Lebanon. What’s the use of living in a “beautiful” 16 country, holding degrees and being unable to find a job or to raise a family?” 17 L30 18 19 A student residing in Lebanon said: 20 21 “I can’t wait to get enrolled in a university in North America. I will study and 22 start my professional career there”. L18 23 24 One emigrant who visited Lebanon explained: 25 26 “I have worked hard, made a lot of money. I was planning to launch a touristic 27 project in my village in Lebanon. I started applying for the legal documents and 28 permits. It turned out that each concerned party wanted his own part of the 29 project!!! I was choked by the level of corruption. I said “good bye”, picked up 30 my stuff and returned to Canada. It is a pity!” C64 31 32 As mentioned in the literature review (Brewer, 2001), Lebanese people 33 have faced difficulties when they first immigrated to another country because 34 of the different values over there. However, they are not planning to retire in 35 Lebanon. 36 37 When asked about country of origin of products they buy: 38 Only the Lebanese residing abroad feel nostalgic as they search and 39 purchase products carrying the label “Made in Lebanon”. 40 One interviewee expressed himself: 41 42 “I always buy expensive imported well-known foreign brands and never anything 43 labeled “Made in Lebanon” as my friends will make fun of me in public. I am 44 proud to show my friends that my shirt is “Made in France”, my boots are 45 “Made in Italy”. I hang out around Starbucks and prefer to eat sushi. I do not 46 purchase Lebanese products as I prefer foreign brands”. L18 47 48 An interviewee explained: 49

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1 “Lebanese products are expensive in the local market as compared to some 2 imported ones from Syria Turkey and China as the cost of production in Lebanon 3 is high and manufacturers do not benefit from any government fund. In my 4 opinion, the government should support Lebanese producers, protect Lebanese 5 start-up businesses by providing them with loans, decreasing production costs 6 (electricity , labor, taxes…)and imposing high tariffs on imported goods. By 7 doing so, they will boost the economy, increase local production and create job 8 opportunities” E40 9 10 A Lebanese emigrant said: 11 12 “When I arrived to the US, I googled Lebanese restaurants and drove one hour 13 to reach that tiny Lebanese grocery store to buy Lebanese made sweets and 14 Hommos proudly made in Lebanon. I was so happy to find that store and I 15 immediately advised my friends to go there. We enjoy meeting there every 16 weekend” US30 17 18 As mentioned in the literature review (Zbib, 2010, Ahmed et al, 2012, 19 Farah and Mehdi, 2021), Lebanese residing in Lebanon are reluctant to buy 20 Lebanese products whereas those who have emigrated feel nostalgic. They 21 look for products labelled “Made in Lebanon” especially food and wine. 22 23 When asked about their identity: 24 Most of the Lebanese residing in the Arab countries or elsewhere tried to 25 get a foreign passport. Only one respondent who is carrying a foreign passport 26 identified himself as Lebanese. 27 28 “I am Lebanese, and going back to Lebanon” E50 29 30 All the other respondents identified themselves according to the foreign 31 passport they hold: 32 33 “When I got my American passport, I thanked God for this blessing. Yes, I am an 34 American” US40 35 “I am French” E25 36 “I am Canadian and proud to be” C18 37 “I refuse to be tagged as “The Lebanese” student” US18 38 “I feel I am Lebanese, but my kids do not feel the same” US64, E64, C64 39 40 Some of the typical comments were: 41 42 “I am a mixture of Arab culture, American education and French training” C30 43 “I wish I was French or even Sri Lanky” L30 44 “I am trying my best to avoid being Lebanese” L50 45 “I am an intellectually and culturally emigrant in my own country” L40 46 47 An interviewee explained more details: 48

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1 “When the war was fierce in Lebanon, my parents decided to move to the USA 2 where I pursued my education. I started my career with an American 3 multinational company. Few years later, I was transferred “temporarily” to the 4 Arab Emirates because I speak Arabic. I stayed there around 30 years. 5 Meanwhile I purchased a villa in Dubai, a house in the USA, and an apartment in 6 the Lebanese mountains. Here I am lost: where do I belong? Where will I retire? 7 I want my kids to love Lebanon but do they have any link to the country I was 8 raised in?” A64 9 10 As mentioned in the literature review by Maalouf, (2011), Gibran, (1933), 11 Rihani, (1921), and others, Lebanese people are confused about their identity. 12 Emigrants are in a dilemma. They cannot identify themselves neither as 13 Lebanese nor as citizens of the country they have emigrated to. 14 15 16 During the October 17, 2019 Revolution 17 18 When asked about the reason that will make them come back to Lebanon: 19 Five respondents reflected they will go back to stay with their family, 20 enjoy the peaceful village life and the food if they find: 21 22 “Safety, stability and no corruption” US40, E30, C50, US64, E50 23 24 One interviewee was more specific in his reply: 25 26 “I will go back when Lebanon will be free from religious discrimination” US40 27 28 Some more nostalgic respondents expressed their feelings: 29 30 “In Lebanon, I feel I belong. I cherish the comfort of being among my parents, my 31 relatives, my neighbors and my friends” C50, E50, US64 32 “The smell of the hot bread and freshly picked fruits. I will go back to enjoy 33 waking up early to watch the sunrise in my quiet village” US40, E30 34 35 As mentioned in the literature review (Gibran, 1933, Maalouf, 2011, 36 Kronfol, 1987, Dibeh and al, 2018)., emigrants have escaped because of war, 37 corruption and discrimination. 38 39 When asked about how they would feel about the country they are living in 40 today 41 “I enjoy every second with my family here in Canada. I feel free, happy and 42 relaxed. I am worried about the unstable situation back home” C30, C40 43 44 A respondent explained how his children are confused: 45 46 “My kids are confused. We are living in the UAE, they have learned French at 47 school, they speak Asian languages with the helpers at home, and they watch TV

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1 series in English. So when in Lebanon, they can hardly say few words of Arabic” 2 A40 3 4 Some respondents are optimistic about the future on Lebanon: 5 6 “This revolution is very promising. We are expecting a lot of positive changes in 7 Lebanon. The future of Lebanon looks brighter” E40, US30, E25, C30 8 9 A respondent added: 10 11 “I count the days to go back to Lebanon to join my friends in the “October 12 Revolution”. We all need to show our anger to the current politicians” US30. 13 14 An interviewee has already made plans: 15 16 “In the past, I was reluctant to own property in Lebanon. Now, I am in the 17 process of building a villa on a piece of land I have inherited from my father” 18 A50 19 20 As mentioned in the literature review (An-Nahar, 2019), Lebanese 21 emigrants are supporting the revolution, looking for a better Lebanon where 22 they can go back to their roots. 23 24 When asked about their current situation and future and retirement plans: 25 A young student explains: 26 27 “This is the first time I have hopes in Lebanon. We have always been followers: 28 following this party or this religious leader. Now, for the first time we are 29 leaders. We feel we are free and proud to be Lebanese” L18 30 31 A young employee expressed his hopes: 32 33 “We have high hopes of a new Lebanon free of corruption. We will soon find 34 decent long-term jobs opportunities. We will be selected based on our 35 capabilities not on our connections, not on “Wasta” L30 36 37 Another interviewee expressed his feelings: 38 39 “To tell you the truth, I never thought of going back to Lebanon. But now with 40 this patriotic movement I will consider retiring there” E30 41 One interviewee complained: 42 43 “I am stuck. I feel imprisoned as I do not have a foreign passport. My only 44 retirement option is staying in Lebanon” L50 45 46 A second one added: 47 48 “I will play it safe. My job does not require full time physical presence. I have 49 decided to keep my job in Lebanon but will travel as often as needed.” C40

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1 2 Two others shared their opinion: 3 4 “Although we have high hopes from this revolution and the power of the 5 people, however I still doubt the results as history repeats itself. At many 6 instances, Lebanese have revolted against their rulers without reaching any 7 positive amendment. I do not trust Lebanese politicians. No, I will not go back 8 to Lebanon.”US64, C30 9 10 Two interviewees added: 11 12 “I would love to retire in Lebanon. However, my kids were born and raised in 13 Canada. They will establish themselves in Canada. I need to retire next to them” 14 C50 15 “I regret that I did not give my kids the opportunity to learn Arabic and visit 16 Lebanon more often. They would have adapted better to our Lebanese 17 environment” US50 18 19 As mentioned in the literature review, throughout the years, Lebanon went 20 into a series of troubles, internal and external conflicts (Bennett and Lemoine, 21 2014, Kronfol, 1987, Dibeh and al, 2017, Dibeh and al, 2018).. Even during the 22 revolution, some respondents are not confident about the future of Lebanon, 23 while others are still believing in a better future for the country. 24 25 When asked about country of origin of products they buy: 26 A respondent residing in Lebanon stressed: 27 28 “As I am highly excited about the revolution and making major changes in order 29 to stop corruption, I will definitely buy Lebanese products, pay in Lebanese 30 pounds and support the economy” L18 31 32 A middle aged residing out of Lebanon added: 33 34 “As I feel very patriotic now, I will invest in Lebanon and I will buy Lebanese 35 products when possible” E 40 36 37 An interviewee had put some requirements: 38 39 “I will buy Lebanese products if there is serious quality control. I am wondering 40 how Lebanese authorities will overcome counterfeit and corruption” C30 41 A respondent explained: 42 43 “I still do not trust. I will keep on buying local fruits and vegetables but for cloth 44 and gifts I will still go for foreign brands” L40 45 46 As mentioned in the literature review (El Hokayem, 2019, Khuri and 47 Daccache, 2019, Abdulnur, 2019), the revolution has awakened some patriotic 48 and ethnocentric feelings among Lebanese whether residing in Lebanon or 49 abroad. They are willing to support Lebanese products.

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1 When asked about their identity: 2 Most of the interviewee have gained pride and confidence in identifying 3 themselves as Lebanese. 4 Many young respondents immediately replied: 5 6 “I am Lebanese” C30, L18, E18, L30 7 8 Some answers were very similar: 9 10 “I am proud to be Lebanese” A30, E30, E50 11 “I am Lebanese, and going back to Lebanon. I want to raise my kids according to 12 our social and cultural norms.”A50 13 14 An interviewee expressed his hopes: 15 16 “This revolution has reversed our vision of the future of Lebanon, We see new 17 opportunities as we could identify ourselves better with the Lebanese system. We 18 have high hopes in a better future.” E40 19 20 A respondent expressed his feelings: 21 22 “We immigrated to see the world. But Lebanon is the world “US50 23 24 As mentioned in the literature review (An-Nahar, 2019, Khuri and 25 Daccache, 2019, Abdulnur, 2019), the revolution has awaken some patriotic 26 feelings among Lebanese whether they are residing in Lebanon or abroad. 27 28 29 Eighteen month after the October 17, 2019 Revolution 30 31 Lebanese residents and emigrants had high hopes that the political, social 32 and economic situation in Lebanon will improve but they were highly 33 disappointed. 34 35 When asked about what will make them stay or leave Lebanon 36 A typical comment after the revolution was: 37 “Nothing has been done. On the contrary, people in government and in power 38 are turning a deaf ear to the revolutionists. Police officers and army soldiers 39 have received orders to fight the revolutionists and prohibit them from holding 40 any activity (even the most peaceful ones). We are aggressively attacked and 41 humiliated. We are extremely disappointed, vexed, frustrated and even disgusted. 42 Many of my friends are turning their back to their home country and running to 43 various embassies to get a way out.” L30 44 45 An interviewee sadly said: 46 47 “It is the end of Lebanon. We have tried but no results. Who will stay now? Only 48 the corrupted leaders. Let them enjoy what they have destroyed” L40

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1 Another one still residing in Lebanon added: 2 3 “I am so vexed and disappointed. People in power are not feeling what we are 4 going through. Even worst, they do not care. They are still leading their normal 5 life”. L50 6 7 A young immigrant explained: 8 9 “My fellow army soldiers feel with us as they are suffering from the same 10 difficulties we are facing. However, they have received orders to threaten and 11 beat us. Poor soldiers. Their kids are away just like us. They are fighting against 12 a cause they are suffering from!!!” E25 13 14 An interviewee mentioned his crying brother: 15 16 “My brother is a soldier. He received orders to confront the revolutionists. It was 17 a very difficult dilemma. His heart was with the revolution, but his duties ordered 18 him to fight it. He started crying as he was beating one of the revolutionists.” L18 19 20 A Lebanese pharmacist mentioned problems that have emerged: 21 22 “We are running out of medications and medical equipment as companies are not 23 able to import given the banks restrictions on transfer of money. Hospitals and 24 patients are threatened. We are suffering while our politicians are careless and 25 enjoying life. What a disaster!!!” L40 26 27 A retired resident expressed his feelings: 28 29 “We had high hopes. I have invested all my savings on my kids’ education. They 30 are frustrated as they are desperately searching for any secured long-term decent 31 job in this corrupted environment. They are willing to take any job in any country 32 that will grant them a visa.” L64 33 34 As mentioned in the literature review (Mizrahi and al., 2020, Youssef, 35 2020), the deteriorating situation in Lebanon prevailed after the Revolution, 36 leaving people in despair and frustration. 37 38 When asked about what will make them come back if they leave Lebanon 39 A young adult, expressed his anger towards the political leaders: 40 41 “With the corrupted leaders. No way I will come back. They do not care. Then 42 why should they care? They have accumulated- from our own money- a very big 43 wealth, sufficient for them, their children and grandchildren…They have 44 transferred all their money abroad. They can travel wherever they want, 45 whenever they want?”E25 46 47 A Lebanese entrepreneur who is well-established in the United States 48 explained: 49

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1 “History repeats itself in Lebanon. Series of wars, civil hostilities, revolutions 2 and corrupted leaders. My parents witnessed that, I did witness that why should 3 my children witness that too? I am leaving now without any regret” US50 4 5 As mentioned in the literature review (Mizrahi and al., 2020, Youssef, 6 2020), the calls of the people for reform and change in the political system 7 remain unanswered. The situation in the country became worse. 8 9 When asked about their current situation and their future retirement plans 10 An interviewee still residing in Lebanon answered: 11 12 “The economic situation is dramatic. Shops and restaurants are closing down. 13 Employees -who are not laid off- are getting half salaries. Prices are increasing 14 tremendously as no one is controlling. Banks are holding our money. We are just 15 beggars: begging the banks to give us a drop of our own money. What’s next?” 16 L40 17 18 Another one added: 19 20 “We are all vexed and discouraged. We had high hopes but now things are 21 turning very bad. We feel trapped. Embassies were recommended not to issue 22 visas. Our money is trapped at the banks. We cannot move. We cannot make any 23 plan.” L30 24 25 As mentioned in the literature review (Gibran, 1933, Mizrahi and al., 2020, 26 Youssef, 2020), Lebanese residents and immigrants are in despair. They lost 27 hope in the country and its politicians. 28 29 When asked about products they buy 30 A middle class man residing in Lebanon explained: 31 32 “I am the only bread earner supporting my family. I carefully compare prices and 33 quality of the products I am buying. I want to buy Lebanese products. But they 34 are more expensive than imported ones. So I buy the imported ones” L30 35 36 A well-off resident added: 37 38 “The private banks have put many restrictions on withdrawing money from our 39 own bank deposits. Even the citizens who are well-off became more price 40 conscious. Rich and poor consumers tend to buy cheapest products which was 41 not the main purchase criteria before the deteriorating economic situation and 42 the banks restrictions” L50 43 44 Another interviewee residing in Lebanon: 45 46 “As business traders are not able to import foreign products due to the banks 47 restrictions on liquidity, business loans, letters of credit, and facilities of 48 payment, thus I am buying Lebanese products which – to tell you the truth – turn 49 out to be of good quality. We have to regain trust in locally made products.” L64

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1 2 A Lebanese entrepreneur stressed: 3 4 “We definitely need to support the Lebanese industry as many companies are 5 laying off their staff members. It is crucial to save the Lebanese producers and 6 avoid unemployment and a deeper financial crisis. I am buying Lebanese 7 products and I am recommending my friends to do so” L40 8 9 A well to do emigrant suggested: 10 11 “Given the devaluation of the Lebanese currency and banks restrictions on 12 withdrawing dollars, I am investing in real estate. I am buying land as the saying 13 “buy land my son as they do not make of it anymore”. A50 14 15 Two other emigrants explained: 16 17 “We as expatriates are gathering some funds to support the Lebanese economy. 18 But we have to put them in safe hands” US40 19 “We are meeting regularly to discuss how we can support the protestors. We 20 want them to keep going strong till Lebanon would stand up again as “The 21 Switzerland of the East”. We have high hopes.” US50 22 23 As mentioned in the literature review, consumers with high ethnocentrism 24 prefer to buy locally made products (Shiffman and Wisenblit, 2019, Sharma, 25 2015; Farah and Mehdi, 2021; Watson, 2000). However, the economic 26 situation in Lebanon is alarming. The industrial sector is collapsing, many 27 companies are laying off staff. The financial crisis is alarming. However, very 28 few people are hoping for a better future (Shaar, 2019). 29 30 When asked about their identity 31 A young student: 32 33 “I still believe that protesting and by putting pressure on the politicians will lead 34 to improving the system in Lebanon. We want to get rid of all the corrupted 35 leaders as per the revolution slogan “All means ALL”. Then, I will be proud to 36 say: “I am Lebanese” L18 37 Another young student said: 38 39 “I want to stay in Lebanon and be proud to say that I am Lebanese, 40 Unfortunately, the corrupted politicians have stolen my dreams and my identity” 41 C18 42 43 Other interviewees commented: 44 45 “I do not want to be Lebanese, but being Lebanese is associated with corruption” 46 E40 47 “I want to forget about my Lebanese identity as I do not want to be classified as 48 corrupted and dishonest. When in Lebanon, I feel I am an emigrant in my own 49 country” US25 50 “I am dying to get another identity” L30

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1 As mentioned in the literature review (Mizrahi and al, 2020, Youssef, 2 2020), eighteen month after the revolution has started, some Lebanese have 3 lost hope because of the political paralysis and the alarming economic 4 situation. 5 6 7 Analysis & Recommendations 8 9 From the data collected (as per Matrix Summary 1), the researchers have 10 noticed that the October 17, 2019 Revolution against the corrupted political 11 leaders which gathered thousands of demonstrators from different gender, age 12 groups and religious affiliation did not have a lasting effect. The deteriorating 13 economic situation is worse, the corrupted politicians are still playing games 14 and the people are becoming poorer and their frustration is increasing. Given 15 the current situation, the hope for a brain drain reversal is lost. Lebanese people 16 feel angry and devastated. 17 From the interviewees’ feedback, the researchers concluded that the 18 Lebanese who are residing in the Western countries are not willing to come 19 back to Lebanon as most of them have integrated well within the foreign 20 community. Lebanese people who are residing in the Arab countries would 21 consider coming back to Lebanon as they are unable to get any citizenship 22 rights over there. 23 Based on the interviewees’ insight, the researchers hope to develop an 24 efficient marketing strategy that will hopefully stop &/or reverse the brain 25 drain. The researchers hope that boosting the Lebanese identity will increase 26 demand for locally made products which will improve the economic situation 27 and hopefully will contribute to the intellectual and cultural reconstruction of 28 Lebanon. 29 The researchers’ marketing strategy focuses on decreasing corruption and 30 regaining trust in Lebanon and its economy. This can be achieved by 31 improving the quality of locally made products and acquiring a competitive 32 edge over imported ones. This competitive edge can strengthen the identity of 33 the Lebanese people and will encourage locals and emigrants to purchase 34 Lebanese products which will boost the local economy. As mentioned in the 35 literature review, the words of Gibran still hold today “Pity the nation that 36 wears a cloth it does not weave, eats a bread it does not harvest, and drinks a 37 wine that flows not from its own wine-press…”(Gibran, 1933). According to 38 Gibran, boosting local production is essential for a nation in order to reach self- 39 sufficiency, economic independence and stability. 40 In their marketing strategy, the researchers aspire at increasing local 41 production aiming at creating jobs for the Lebanese workforce. Lebanese job 42 seekers should be given priority over non-Lebanese candidates. They should be 43 selected based on their abilities, skills and specific job qualifications. A reliable 44 social security system should be implemented in order to ensure long-term job 45 stability and decrease employees’ turnover. Lebanese will then regain trust in 46 their country and will not plan leaving it. The brain drain will be reversed as

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1 Lebanese working abroad will consider returning to their homeland where new 2 challenging job opportunities will be available to them. 3 It is important to focus on the role of the media towards promoting the 4 country’s image (locally and abroad). The media should not focus on any 5 negative image of Lebanon. Newspapers, magazines, broadcasting channels, 6 and social platforms should reflect unbiased and balanced statement of events, 7 transmitting a positive image of the country’s nature, its products and its 8 system. The role of the media will be vital in promoting the performance of the 9 industrial sector and elevating the image of locally produced products and 10 services many of which have earned awards from reputable international 11 agencies. 12 The researchers believe that promoting the image of Lebanon, its year- 13 round warm weather, its beautiful natural landscape, its abundant historic sites 14 and its numerous religious landmarks will encourage ecotourism and religious 15 tourism which will boost the country’s economy and improve its GDP. In 16 addition, developing various types of tourism in rural areas will generate jobs 17 to locals in their own villages. 18 19 20 Conclusion 21 22 The researchers hope that this feeling of patriotism and sense of belonging 23 that emanated from the October 17, 2019 Revolution will be reflected on the 24 Lebanese purchase behavior. At a time in the future, when the demands of the 25 revolutionists will be reached, then Lebanese will be proud of their identity. 26 The researchers also hope that this boom in patriotism will remain and 27 develop in ethnocentrism. Residents and emigrants will start building trust in 28 Lebanon and its future leading to a higher demand for locally made products 29 and services. 30 The researchers have stopped their analysis up to eighteen month after the 31 October 17, 2019 Revolution. Further research will be needed as things change 32 and events develop quickly in Lebanon as many internal and external factors 33 affect the situation. 34 35 Matrix Summary 1. Interviewees’ feedback Before the October 17, During the October 17, Eighteen month after the 2019 Revolution 2019 Revolution October 17, 2019 Revolution When asked about what When asked about what When asked about what made them leave Lebanon: made them leave Lebanon: made them leave Lebanon: -The civil war and - Five respondents will go - Lebanese residing in political struggle: US50 back if they find safety, Lebanon expressed their E50 C50, C40 stability and no corruption: disappointment: L30, L40, -Education and job US40, E30, C50, US64, L50, L64 opportunities: US40, C30, E50 - Two respondents referred A25, A30, A64 -One respondent will go to the dilemma the -Corruption and lack of back if no more religious soldiers and army forces

19 2021-4285-AJMS-MKT – 31 MAY 2021 ethics: E25, E40, A40, discrimination: US40 are facing: E25, L18 US40, C40, US25, US18, -Five feel nostalgic: C50, -Two respondents referred US30 US64, C25, C50, E50, US64, US40, E30 to the economic problems: E25, E50, A30, L40 -Passport and decent life: L30 When asked about how When asked about how When asked about how they feel towards the they feel towards the they feel towards the country they are living in country they are living in country they are living in today: today: today: - One respondent felt - Two enjoy it: C30, C40 - One emigrant expressed nostalgic: E25 - One respondent his anger towards the - Four felt discriminated mentioned that his kids are country leaders: E25 and neglected: US25, E30, confused: A40 - One emigrant expressed E40, US18 - Five respondents are his deception as history -One was able to integrate optimistic about the future repeats itself: US50 from the beginning: A18 of Lebanon - One was able to integrate - One is building a villa: at a later stage: US50. A50 When asked about their When asked about their When asked about their current situation and current situation and future current situation and future future and retirement and retirement plans: and retirement plans: plans: -Three respondents have - One resident in Lebanon - Two Lebanese residing hopes of a new Lebanon: referred to the dramatic in Lebanon expressed their L18,L30, E30 economic situation: L40 wish to leave: L30, L18 - Two emigrants still have -One resident expressed -One emigrant wanted to doubts: US64,C30 his anger and launch a touristic project -Two expressed their disappointment: L30 in Lebanon but changed regrets: C50, US50 his mind: C64. When asked about country When asked about country When asked about country of origin of products they of origin of products they of origin of products they buy: buy: buy: - Lebanese residing in -One respondent residing - Two residents of Lebanon do not buy in Lebanon will buy: L18, Lebanon wants to buy locally made products: -One emigrant will buy: Lebanese products , but L18 E40 given the economic - An emigrant suggested - One emigrant will buy if situation, they go for the that the government assured of the quality: C30 cheapest: L30, L50 should support local - One resident in Lebanon - Two residing in Lebanon production E40 will buy some local and want to support local - One Lebanese residing some foreign products: products: L64, L40 abroad, feels nostalgic L40 - One emigrant is investing searches for Lebanese in land in Lebanon: A50 products and advised his - Two emigrants are friends to do so US30 collecting funds to support the economy of Lebanon: US40, US50. When asked about their When asked about their When asked about their identity: identity: identity:

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-Lebanese carrying foreign - Young respondents - One Lebanese residing in passports identify expressed their pride to be Lebanon has high hopes themselves to that foreign Lebanese: ” C30, L18, from the revolution country: US40, E25, C18, E18, L30, A50 -One emigrant blames US18 - One emigrant expressed politicians of stealing his - one emigrant refuses to his hopes of a better future identity: C18 be tagged as Lebanese: and will identify himself as - Three respondents are US18 Lebanese: E40 rejecting the Lebanese - Lebanese residing in - One emigrant is proud of identity as it is associated Lebanon deny their Lebanon: US50 with corruption: E40, identity: L30,L50, L40 US25, L30 - one emigrant is lost: A64 1 2 Table 1. Test of Trustworthiness, adapted from Bassey (2002) 1- Has there been prolonged engagement with the data source? --The researchers are interested in the topic because they live in Beirut, the capital of Lebanon and are suffering from the high level of corruption. They are also concerned about the economic situation. 2-Has there been persistent observation of emerging issues? --Yes. The researchers have been following up the successive events for the last two years. 3-Has there been sufficient triangulation of data leading to analytical statements? --Yes. The researchers have used primary data obtained from interviews (online and through phone calls) as well as private written messages, online feedback and posts on social media supplemented with secondary data from local and foreign newsprints and TV reports 4-Is the account of the research sufficiently detailed to give the reader confidence? --Reporting the results of two years research work is quite enough. 5-Does the case record provide an adequate trail? --The researchers have kept the interview transcripts. 3 4 5 6 7 References 8 9 Abdulnur, S.2019. 10 Abu-Fadil, M. (2010, December 23). You Have Your Lebanon: Gibran Inspires 11 Borderless Journey Across The Ages. Retrieved from Huff Post: https://www.huff 12 post.com/entry/you-have-your-lebanon-gib_b_800627 13 Bennet, N., & Lemoine, J. (2014, January/February). What VUCA Really Means for 14 You. Harvard Business Review, 92. Retrieved from https://ssrn.com/abstract=23 15 89563 16 Brewer, M. (2001). The Many Faces of Social Identity: Implications for Political 17 Psychology. Political Psychology, 22(1), 115-125. Retrieved May 5, 2021, from 18 http://www.jstor.org/stable/3791908 19 Brewer, M. B. (1998). Intergroup Relations. (D. T. Gilbert, S. T. Fiske, & L. Gardner, 20 Eds.) Handbook of Social Psychology. 21 Champniss, G., Wilson, H.N., Macdonald, E. (2015). Why Your Customers’ Social 22 Identities Matter, Harvard Business Review, January–February 2015.

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