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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 of the Academy of Marketing Science – Springer Journals
Published: Aug 1, 2007
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