Foreign brands in local cultures: A socio-cultural perspective of postmodern brandscapes

  • Al-Mutawa F
  • Elliott R
  • Nuttall P
  • 11

    Readers

    Mendeley users who have this article in their library.
  • 1

    Citations

    Citations of this article.

Abstract

The aim of this paper is to explore how the consumption of foreign brands may operate in a local culture (specifically, the consumption of Western luxury fashion brands among Muslim women in Kuwait). Field observations were conducted in Kuwait, and a qualitative questionnaire was administered to 50 Muslim female consumers. Although not a common method for qualitative research, the benefits of using a qualitative questionnaire are highlighted. The findings show that the socio-cultural dynamics in Kuwait (mainly religion and tradition) may restrict the expression of certain behaviour (such as female sexuality and dating). However, Muslim women make use of Western luxury fashion brands as postmodern brandscapes (fragmented and constantly negotiated use of a symbolic brand to actively construct lifestyle orientations and personal meanings among one's neo-tribe) to manifest their expressions of sexuality in alternative ways

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Authors

  • Fajer Saleh Al-Mutawa

  • Richard Elliott

  • Peter Nuttall

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free