Expressing herself through brands: The Arab woman’s perspective

Baker Ahmad Alserhan, Daphne Halkias*, Aisha Wood Boulanouar, Mumin Dayan, Omar Ahmad Alserhan

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

3 Citations (Scopus)

Abstract

Purpose – This paper aims to extend Wallström et al.’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption practices of this large, very wealthy and under-researched sector of the global marketplace. Design/methodology/approach – The paper uses mixed methodology emphasizing qualitative research as a means of building on the results of Wallström et al.’s (2010) quantitative study. Findings – Results reveal that Arab women are less committed to the idea that beauty care products are a locus of self-expression, and their purchase choices are based on perceived quality of care products, scene of use and their lack of value in the culture as vehicles of conspicuous consumption cues. Originality/value – The paper offers valuable insights to researchers and practitioners into the use of beauty care products as a means of self-expression, and emphasizes the value of word-of-mouth communication in enhancing reach in this category. The authors recommend the investigation of relationships between expressing self through brands and variables revealed in this study such as respondents’ relationships to religiosity and health concerns. An extension of this research is also recommended to produce a cross-cultural body of literature on women’s self-expression through brands and how the variable of self-expression can be an important driver of consumer preferences and choices in this population.

Original languageEnglish
Pages (from-to)36-53
Number of pages18
JournalJournal of Research in Marketing and Entrepreneurship
Volume17
Issue number1
DOIs
Publication statusPublished - Jul 13 2015

Keywords

  • Arab women
  • Beauty care
  • Female consumers
  • Luxury brands
  • Self expression

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

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