Expressing herself through brands: the Arab woman’s perspective

Alserhan, Baker Ahmad; Halkias, Daphne; Wood, Bronwyn P.; Dayan, Mumin; Alserhan, Omar Ahmad

doi:10.1108/jrme-09-2014-0024

Cited by 13 publications

(16 citation statements)

References 60 publications

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“…The selfexpressive role of brands depends also on religiosity. Alserhan et al (2015) extended Wallström et al's (2010) six-nation study to Arab women from the United Arab Emirates. The study revealed that the importance of brands as vehicles of self-expression for Arab women is the lowest, compared to other countries.…”

Section: Cultural and Economic Differences In Brandrelated Consumer Behaviourmentioning

confidence: 74%

“…There has also been evidence showing how culture and economic factors shape the expressing of oneself through brands (Alserhan et al, 2015;Wallström et al, 2010). Not only consumers from individualistic cultures but also consumers from collectivist cultures use brands for self-expression (Aaker and Schmitt, 1997).…”

Section: Cultural and Economic Differences In Brand-related Consumer Behaviourmentioning

confidence: 99%

“…This finding might result from Arab culture and the Islamic religion, which prohibit women from using makeup in their daily lives. Therefore, beauty care products are less important to them (Alserhan et al, 2015).…”

Section: Cultural and Economic Differences In Brand-related Consumer Behaviourmentioning

confidence: 99%

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Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

Razmus

Mazzoli

Acuti³

et al. 2020

JCM

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Purpose The study aims to shed light on cross-country comparisons of brand engagement in self-concept (BESC) among consumers from European countries and to link presumed differences with country-level economic growth and materialism. This study contributes to the literature on the customer–brand relationship and provides implications for international branding strategies. Design/methodology/approach This observation study explored levels of BESC in three European countries. Questionnaire data were collected from consumers of Austria (N = 302), Italy (N = 431) and Poland (N = 410) with the purpose to make cross-country comparisons of BESC among consumers. Findings The results provide evidence for partial scalar invariance of the BESC scale. Cross-country comparisons of latent means reveal that Polish consumers score higher on BESC than consumers from Austria and Italy. Moreover, Austrian consumers score higher on BESC than Italian consumers. Research limitations/implications Culture as a contextual factor of BESC should be studied further. The findings should be replicated with non-convenience samples in additional cultural contexts to improve the generalizability of data. Structural equation modeling could be used to investigate psychological drivers of BESC differences. Practical implications The findings coming from the cross-country comparisons of BESC are of practical relevance to marketing managers: they should tailor their branding and communication strategies accordingly. Originality/value So far, the understanding of cross-cultural and cross-country differences in consumer–brand relationships has remained limited. This study adopts a rigorous approach to cross-cultural research enriching the literature on BESC from a cross-country perspective.

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Section: Cultural and Economic Differences In Brandrelated Consumer Behaviourmentioning

confidence: 74%

Section: Cultural and Economic Differences In Brand-related Consumer Behaviourmentioning

confidence: 99%

See 1 more Smart Citation

Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

Razmus

Mazzoli

Acuti³

et al. 2020

JCM

View full text Add to dashboard Cite

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“…developing countries or developed countries) is recommended for comprehensive understanding of country image effects. Moreover, product quality was found to be important in the purchase choices of beauty care products among Arab women (Alserhan et al , 2015) and in brand attitudes toward sunglasses among the Generation Y consumers in Iran (Esmaeilpour, 2015). Therefore, an accurate understanding of country image effects among Saudi consumers warrants investigation of product quality together with country image.…”

Section: Discussionmentioning

confidence: 99%

Differential effects of macro and micro country images by product category and by country among Saudi consumers

Jin

Almousa

Yang

et al. 2018

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Purpose While country image consists of two hierarchical images – macro country image at the country level and micro country image at the specific product level – previous studies have largely failed to detail its varying effects by product category and by the level of a country’s economic development. The purpose of this paper is to examine the impact of the macro and micro country images of four countries (USA, Italy, Korea, and Malaysia) on Saudi consumers’ purchase intentions in two product categories (symbolic and functional product). Design/methodology/approach Data were collected from shoppers older than 20 years of age at several shopping malls in Riyadh, Saudi Arabia via mall intercept method. Findings Analyses of 496 data revealed that the effects of macro and micro country images differ by product category. In particular, both macro and micro country images were equally relevant to the purchase intention of symbolic goods (i.e. handbags), while micro country image played a greater role in the purchase intention of functional goods (i.e. cell phones). A partial country moderating effect was found. The effects of micro country image on the purchase intention of handbags were valid only in Italy, where product-country match is high. Originality/value This study advances country image research by highlighting how the effects of macro and micro country images on purchase intention differ by product category and by country. The findings suggest which aspect of country image (i.e. macro vs micro) should be actively communicated in the marketing of symbolic and functional goods.

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“…Consequently, consumers who purchase luxury apparel are highly involved in fashion (O'Cass, 2004). This suggests that what the consumers deem fashionable will directly impact their attitudes, which are often socially motivated (Alserhan et al, 2015). Hence, the more consumers perceive the luxury apparel brand as being socially acceptable and trendy, the more positive their attitudes will be (Celik & Kocaman, 2017; Kim et al, 2012; O'Cass, 2004).…”

Section: Literature Reviewmentioning

confidence: 99%

Examining the luxury apparel behavioural intentions of middle‐class consumers: The case of the South African market

Cunningham

Petzer

2021

J of Consumer Behaviour

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The study aims to offer an understanding of luxury apparel behavioural intention amongst middle-class consumers in emerging markets. There is a lack of understanding of luxury apparel behavioural intention amongst the middle class in emerging markets, leading to luxury apparel marketers developing irrelevant marketing strategies. Consequently, this study uses the theory of planned behaviour by incorporating additional luxury-context antecedents and including collectivistic constructs and income levels as moderators to understand luxury apparel behavioural intention amongst the middle class in South Africa. As South Africa is the preferred market for luxury apparel retailers when targeting Africa, the South African middle class was deemed an important group to understand. Through the online questionnaire, 629 responses were obtained. Covariance-based structural equation modelling and moderation analysis were used to assess the proposed relationships. The results show that the impact of luxury-context antecedents -fashion involvement, materialism-success, brand consciousness, status consumption -provide a deeper understanding to how consumers in emerging markets differ in their consumption of luxury apparel. The moderating role of collectivism reveals that middle-class consumers in emerging markets are concerned with conforming and face-saving when purchasing luxury apparel. In addition, the moderating role of income levels reveals that middle-class consumers with lower income are more influenced by their social groups compared to those with higher income, which suggests that lower-income groups are more aspirational and seek acceptance. Further insights are provided regarding the moderating role of collectivism and income levels on behavioural intention.

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Expressing herself through brands: the Arab woman’s perspective

Cited by 13 publications

References 60 publications

Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

Brand engagement in self-concept: a comparative study in Austria, Italy and Poland

Differential effects of macro and micro country images by product category and by country among Saudi consumers

Examining the luxury apparel behavioural intentions of middle‐class consumers: The case of the South African market

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