An Investigation Info How Women In Saudi Arabia Use Consuption Of Fashion To Construct Their Self Image And Social Identity : A Comparison With British Women And Possible Implications On Marketing Management
| المصدر: | المجلة العربية للعلوم الاجتماعية |
|---|---|
| الناشر: | المؤسسة العربية للاستشارات العلمية وتنمية الموارد البشرية |
| المؤلف الرئيسي: | Alharbi, Waad (Author) |
| المجلد/العدد: | ع14, ج5 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | يوليو |
| الصفحات: | 2 - 24 |
| ISSN: |
1110-5224 |
| رقم MD: | 964250 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
16
| المستخلص: |
The issue of identity construction through consumption has been constantly acknowledged recently from researchers and practitioners alike as they try to discover how consumers use the symbolic meanings of objects to signify their identity (Costa & Bamossy, 1995; Ger and Belk 1996;). Nevertheless, it was noticed that there is a gap in knowledge when it comes to Saudi Arabian women’s fashion consumption habits and their motives for buying specific garments. Accordingly, this study focuses on investigating how women in Saudi Arabia use consumption of fashion to construct their self-image and identity compared to British women. The intensive behind the comparison is to realise the motives for consumption in collectivist societies compared to an individualistic one and highlight the implications of the findings on marketing management of fashion brands. The research found that despite the impact of culture on fashion choices, in an increasingly materialistic and globalised world, the individual identity of Saudi Arabian women is influenced by globalised media influences. Saudi Arabian women identities are more affected by external factors making them similar to those of British females in their purchasing behaviour. The findings present a valuable addition to the consumer behaviour literature and will provide marketing practitioners who are looking to penetrate the Saudi Arabian market, a useful insight into women’s motives when making purchase decisions. |
|---|---|
| ISSN: |
1110-5224 |
عناصر مشابهة
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An Investigation Into how Women in Saudi Arabia Use Consumption of Fashion to Construct their Self-Image and Social Identity : A Comparison with British Women and Possible Implications on Marketing Management
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