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

DeBerry‐Spence, Benét

doi:10.1007/s11747-007-0057-x

Cited by 24 publications

(17 citation statements)

References 52 publications

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“…According to social construction theory, however, the value assessment is part of the social reality and becomes more than individual and subjective: value must also be understood as part of a collective and intersubjective context. For example, the understanding of value in fashion is more or less socially constructed (DeBerry-Spence, 2008). Collective social forces often have a dominant role, but individual needs, preferences, habits and values play an important part in both service co-creation and value assessment, both from the customer's and the provider's perspective.…”

Section: Value-in-usementioning

confidence: 99%

A customer‐dominant logic of service

Heinonen

Strandvik

Mickelsson

et al. 2010

Journal of Service Management

598

658

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Purpose -The paper seeks to introduce to a new perspective on the roles of customers and companies in creating value by outlining a customer-based approach to service. The customer's logic is examined in-depth as being the foundation of a customer-dominant (CD) marketing and business logic. Design/methodology/approach -The authors argue that both the goods-and service-dominant logic are provider-dominant. Contrasting the provider-dominant logic with CD logic, the paper examines the creation of service value from the perspectives of value-in-use, the customer's own context, and the customer's experience of service. Findings -Moving from a provider-dominant logic to a CD logic uncovered five major challenges to service marketers: company involvement, company control in co-creation, visibility of value creation, scope of customer experience, and character of customer experience.Research limitations/implications -The paper is exploratory. It presents and discusses a new perspective and suggests implications for research and practice. Practical implications -Awareness of the mechanisms of customer logic will provide businesses with new perspectives on the role of the company in their customers' lives. It is proposed that understanding the customer's logic should represent the starting-point for the company's marketing and business logic. Originality/value -The paper increases the understanding of how the customer's logic underpins the CD business logic. By exploring consequences of applying a CD logic, further directions for theoretical and empirical research are suggested.

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Section: Value-in-usementioning

confidence: 99%

A customer‐dominant logic of service

Heinonen

Strandvik

Mickelsson

et al. 2010

Journal of Service Management

598

658

View full text Add to dashboard Cite

show abstract

“…Likewise, Colin Campbell has suggested that consumption 'far from exacerbating the 'crisis of identity' is indeed the very activity through which individuals commonly resolve the issue' (Campbell, 2004: 30). 6 Empirical studies confirm the consumers' motivation to create a sense of sequence or narrative self through consumption practices (DeBerry-Spence, 2008;Gould and Lerman, 1998;Murray, 2002). Arnould and Price (2000 ) argue, for instance, that one way personal narratives are created and sustained is through authenticating acts, in which consumption objects and practices are felt as an expression of the 'true self' (see also Belk, 1988).…”

Section: Why?mentioning

confidence: 98%

Inconspicuous dressing: A critique of the construction-through-consumption paradigm in the sociology of clothing

Laan

Velthuis

2013

Journal of Consumer Culture

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Based on 'wardrobe interviews', this article studies how young Dutch men dress themselves. We argue that existing sociological studies of clothing have gone too far in emphasizing the symbolic aspects of clothing and have not paid sufficient attention to the role of routines and rules in daily dressing. Moreover, we find that young Dutch men dress rather inconspicuously, and are hardly interested in using clothes as a tool in 'postmodern' identity experiments. Insofar as clothing selection is a matter of reflexivity, it is primarily directed at conformity to meet social and situational requirements. Our respondents use clothing to construct coherent and authentic identities: their dress should express who they think they are. Convincing others of their unique identity is hardly desirable for these men. Finally, for most of them clothing is a negative act: they seek to avoid attracting attention through their dress. Our respondents are aware of the fact that their inconspicuous dress is similar to those of their companions, but this is a source of comfort rather than distress.

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“…Furthermore, there have been a selected number of studies on youth culture and fashion in Africa (DeBerry-Spence, 2008;Gondola, 1999;Louchran, 2009;Thomas, 2003), however, with little focus on fashion adoption but rather exploring style identities through fashion. As a result, there seems to be a lack of literature on a South African youth culture and factors that influence their decisions to adopt fashion.…”

Section: Introductionmentioning

confidence: 99%

Factors Influencing Fashion Adoption among the Youth in Johannesburg, South Africa

Venter

Chuchu

2016

JEBS

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Fashion in Africa has undergone a tremendous transformation process due to an increase in international trade. As a result, African consumerism has surfaced. Through being part of the global community, the youth in Africa capitalizes on the wide variety of fashions available, and they view fashion as a medium for expressing their identity. More specifically, in South Africa, fashion is used as the ideal vehicle for the youth to re-map previously fixed racial identities. Although a number of studies have explored this subject in an array of contexts, limited research has focused on factors that drive fashion adoption among the youth in Johannesburg. In view of this identified research gap, the present study aims to investigate the impact of fashion consciousness, the need for uniqueness, interpersonal influence, individualism/collectivism, and masculinity/femininity on fashion adoption. A Field study was conducted in Johannesburg and research data were collected from 400 respondents aged between 18 to 29 years. Linear regression analysis was performed to explore the relationship between the quantitative outcome variable and the predictor variables of the study by use of the SPSS 22 and the AMOS 22 software program. The results reveal that two of the five variables positively influence fashion adoption, while individualism/collectivism has an inverse relationship with fashion adoption. The significance of gaining insight into such factors, draw from the rich political history of South Africa and how the youthâ€™s conflicting identities may influence the modern concept of adopting global fashion trends.

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

Cited by 24 publications

References 52 publications

A customer‐dominant logic of service

A customer‐dominant logic of service

Inconspicuous dressing: A critique of the construction-through-consumption paradigm in the sociology of clothing

Factors Influencing Fashion Adoption among the Youth in Johannesburg, South Africa

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