The Impact of Socio-Cultural Structures on (Un)Veiling Western Luxury Fashion Brands: Perceptions of Kuwaiti Muslim Women

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-11-03 DOI:10.1080/08961530.2022.2135157

F. S. Al-Mutawa, Doha Saleh Almutawaa, Doha Husain Makki AlJuma

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引用次数: 1

Abstract

Abstract This paper analyzes how socio-cultural structures shape the interpretation and consumption of western luxury fashion brands among Kuwaiti Muslim women. Synthesizing solutions, which is the notion of two opposing ideas being resolved within consumption, is employed as a theoretical framework. Qualitative research consisting of in-depth semi-structured interviews guided by photo elicitation was employed as the data collection method. The findings show that Muslim women in Kuwait “unveil” the sexual symbolic meanings of luxury brands through their interpretation of advertising. However, they then “veil” this sexual symbolism by drawing attention to their own modesty and utilizing the status of the brands to communicate their family name. The western luxury fashion brand offers a synthesizing solution; a delicate balance between constraint and choice, allowing Kuwaiti women to “unveil” sex appeals, yet also re-constructing such appeals to represent socio-cultural structures. Understanding socio-cultural dynamics of Kuwaiti women’s fashion consumption extends marketing theory and practice.

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社会文化结构对西方奢侈时尚品牌面纱的影响:科威特穆斯林妇女的看法

摘要本文分析了社会文化结构如何影响科威特穆斯林女性对西方奢侈时尚品牌的解读和消费。综合解决方案，即在消费中解决两个对立想法的概念，被用作理论框架。数据收集方法采用定性研究，包括以照片启发为指导的深入半结构化访谈。研究结果表明，科威特的穆斯林女性通过对广告的解读，“揭开”了奢侈品牌的性象征意义。然而，他们随后通过提请人们注意他们自己的谦逊，并利用品牌的地位来传达他们的姓氏，来“掩盖”这种性象征。西方奢侈时尚品牌提供了一个综合解决方案；约束和选择之间的微妙平衡，使科威特妇女能够“揭示”性诉求，同时也重新构建这种诉求，以代表社会文化结构。了解科威特女性时尚消费的社会文化动态，扩展了营销理论和实践。

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.