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Journal of the Academy of Marketing Science

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01.09.2008 | Original Empirical Research

Consumer creations of product meaning in the context of African-style clothing

verfasst von: Benét DeBerry-Spence

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 3/2008

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Abstract

In this article, the author conducts a multisite ethnography to examine how US consumers construct product meanings and assign them to African clothing worn in different consumption settings. Contextual product meanings both emphasize the changing role of the consumption setting and reveal the consumer’s use of place. A model emerges from the data to show that consumers establish contextual product meanings through the use of interpretive frameworks, or meaning domains, and that the consumption setting influences this process by affecting consumers’ use of meaning domains and their selection of potential influences on that meaning.

Vorheriger Artikel Harmonizing conflict in husband–wife purchase decision making: perceived fairness and spousal influence dynamics

Nächster Artikel Assessing response styles across modes of data collection

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Titel: Consumer creations of product meaning in the context of African-style clothing
verfasst von: Benét DeBerry-Spence
Publikationsdatum: 01.09.2008
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 3/2008
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-007-0057-x

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