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المؤلفAlserhan, Baker Ahmad
المؤلفHalkias, Daphne
المؤلفBoulanouar, Aisha Wood
المؤلفDayan, Mumin
المؤلفAlserhan, Omar Ahmad
تاريخ الإتاحة2023-11-23T08:12:12Z
تاريخ النشر2015
اسم المنشورJournal of Research in Marketing and Entrepreneurship
المصدرScopus
الرقم المعياري الدولي للكتاب14715201
معرّف المصادر الموحدhttp://dx.doi.org/10.1108/JRME-09-2014-0024
معرّف المصادر الموحدhttp://hdl.handle.net/10576/49626
الملخصPurpose This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption practices of this large, very wealthy and under-researched sector of the global marketplace. Design/methodology/approach The paper uses mixed methodology emphasizing qualitative research as a means of building on the results of Wallström et al.’s (2010) quantitative study. Findings Results reveal that Arab women are less committed to the idea that beauty care products are a locus of self-expression, and their purchase choices are based on perceived quality of care products, scene of use and their lack of value in the culture as vehicles of conspicuous consumption cues. Originality/value The paper offers valuable insights to researchers and practitioners into the use of beauty care products as a means of self-expression, and emphasizes the value of word-of-mouth communication in enhancing reach in this category. The authors recommend the investigation of relationships between expressing self through brands and variables revealed in this study such as respondents’ relationships to religiosity and health concerns. An extension of this research is also recommended to produce a cross-cultural body of literature on women’s self-expression through brands and how the variable of self-expression can be an important driver of consumer preferences and choices in this population.
اللغةen
الناشرEmerald Group Holdings Ltd.
الموضوعArab women
Beauty care
Female consumers
Luxury brands
Self expression
العنوانExpressing herself through brands: The Arab woman's perspective
النوعArticle
الصفحات36-53
رقم العدد1
رقم المجلد17
dc.accessType Abstract Only


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