Show simple item record

AuthorAlserhan, Baker Ahmad
AuthorHalkias, Daphne
AuthorBoulanouar, Aisha Wood
AuthorDayan, Mumin
AuthorAlserhan, Omar Ahmad
Available date2023-11-23T08:12:12Z
Publication Date2015
Publication NameJournal of Research in Marketing and Entrepreneurship
ResourceScopus
ISSN14715201
URIhttp://dx.doi.org/10.1108/JRME-09-2014-0024
URIhttp://hdl.handle.net/10576/49626
AbstractPurpose 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.
Languageen
PublisherEmerald Group Holdings Ltd.
SubjectArab women
Beauty care
Female consumers
Luxury brands
Self expression
TitleExpressing herself through brands: The Arab woman's perspective
TypeArticle
Pagination36-53
Issue Number1
Volume Number17
dc.accessType Abstract Only


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record