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

Consumer creations of product meaning in the context of African-style clothing 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of the Academy of Marketing Science Springer Journals

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

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References (87)

Publisher
Springer Journals
Copyright
Copyright © 2007 by Academy of Marketing Science
Subject
Business and Management; Business and Management, general; Marketing; Social Sciences, general
ISSN
0092-0703
eISSN
1552-7824
DOI
10.1007/s11747-007-0057-x
Publisher site
See Article on Publisher Site

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.

Journal

Journal of the Academy of Marketing ScienceSpringer Journals

Published: Aug 1, 2007

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