On the road to Mecca: Branding discourses and national identity on coffee shop signage.

ABSTRACT: Commercial branding stands as a discursive and cultural facet of the contemporary global era where competing brands construct their own identities. From a discourse perspective, a brand is discursively constructed on commercial signs. Accordingly, this study examines the interplay between coffee shop branding and national identity in Saudi Arabia. In so doing, the study investigates the competing branding discourses associated with coffee as well as the space given to national identity. To achieve this task, the study developed a conceptual framework grounded on critical discourse analysis (CDA) and linguistic landscape (LL). The data consists of 88 commercial signs of coffee shops collected by driving on a road from Najran to Mecca, Saudi Arabia. The research site was then verified throug

SUBMITTER: Hazaea AN 

PROVIDER: S-EPMC11793779 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature