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 consu...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2008-09, Vol.36 (3), p.395-408
Main Author: DeBerry-Spence, Benét
Format: Article
Language:English
Subjects:
Business and Management
Consumer behavior
Consumers
Consumption
Ethnicity
Marketing
Original Empirical Research
Social Sciences
Studies
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Summary: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.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-007-0057-x