Consumer-Generated Representations: Muslim Women Recreating Western Luxury Fashion Brand Meaning through Consumption


Correspondence regarding this article should be sent to: Fajer Saleh Al-Mutawa, Postdoctoral fellow, Department of Management and Marketing, College of Business Administration, Gulf University for Science and Technology, P.O. Box 7207, Hawally 320 93, Kuwait (


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.