Consumer-Generated Representations: Muslim Women Recreating Western Luxury Fashion Brand Meaning through Consumption
Article first published online: 5 FEB 2013
© 2013 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 30, Issue 3, pages 236–246, March 2013
How to Cite
Al-Mutawa, F. S. (2013), Consumer-Generated Representations: Muslim Women Recreating Western Luxury Fashion Brand Meaning through Consumption. Psychol. Mark., 30: 236–246. doi: 10.1002/mar.20601
- Issue published online: 5 FEB 2013
- Article first published online: 5 FEB 2013
The aim of this paper is to explore the influence of consumer-generated representations on symbolic brand meaning. The term consumer-generated representation is used in this research to refer to the image created for a brand based on the defining characteristics of a consumer or group of consumers. A preliminary qualitative study consisting of 12 in-depth interviews was conducted in Kuwait, specifically exploring Muslim female consumers as consumers of western luxury fashion brands. The findings show that Muslim female consumers generate “Modestly Sexy” representations that recreate meaning for western luxury fashion brands in Kuwait. Thus, marketers need to recognize the importance of managing consumer-generated representations on a global scale.