Hedonism and Luxury Fashion Consumption Among Black African Women in the UK: An Empirical Study

Article


Emmanuel Stephen, C. and Gbadamosi, A. 2021. Hedonism and Luxury Fashion Consumption Among Black African Women in the UK: An Empirical Study. Journal of Fashion Marketing and Management. https://doi.org/10.1108/Jfmm-05-2020-0079
AuthorsEmmanuel Stephen, C. and Gbadamosi, A.
Abstract

Purpose: Although consumption is a universal phenomenon, it is characterised with considerable degree of diversity in relation to various factors such as culture, age, gender, ethnicity, and many others. Accordingly, more often than not, these factors underpin consumers' reactions to different market offerings including luxury products. While a plethora of scholarship effort are evident in the extant literature in regards luxury consumption, there is dearth of studies around how this is linked hedonism and ethnic consumers. Hence, this paper fills a palpable gap in the literature by exploring the UK Black African women’s taste for luxury fashion consumption.
Design/Methodology/Approach: The study is interpretive in nature with the use of twenty in-depth interviews conducted with Black African women through the use of snowballing and purposive sampling methods.
Findings: The study shows that the respondents’ motivation for luxury consumption is driven by success and evolutionary motives, belongingness, societal pressures, cultural connection, anthropomorphism, consumer brand relationship and hedonism.
Originality/Value: Apart from the theoretical implication of the study which revolves around extending the discourse of taste in consumption and ethnic consumer behaviour, the paper will be greatly beneficial for marketing practitioners especially in the area of segmentation, targeting, and positioning vis-à-vis the marketing of luxury products.

JournalJournal of Fashion Marketing and Management
ISSN1361-2026
Year2021
PublisherEmerald Publishing Limited
Accepted author manuscript
License
File Access Level
Anyone
Digital Object Identifier (DOI)https://doi.org/10.1108/Jfmm-05-2020-0079
Publication dates
Online04 May 2021
Publication process dates
Accepted08 Apr 2021
Deposited20 Apr 2021
Copyright holder© 2021 Emerald Publishing Limited
Copyright informationThis author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.
Permalink -

https://repository.uel.ac.uk/item/893x4

Download files


Accepted author manuscript
Hedonism and Luxury Consumption April 21.pdf
License: CC BY-NC 4.0
File access level: Anyone

  • 39
    total views
  • 151
    total downloads
  • 4
    views this month
  • 32
    downloads this month

Export as

Related outputs

Examining the Impact of Trust on Bank-Customer Relationship Management: Evidence From Nigeria
Sani, K., Gbadamosi, A. and Al-Abdulrazak, R. 2021. Examining the Impact of Trust on Bank-Customer Relationship Management: Evidence From Nigeria. 21st Academy of African Business and Development Conference. MacEwan University, Canada 18 - 22 May 2021 The Academy of African Business and Development.
Marketing to Children in Africa: Ethics, Business, and Public Policy
Gbadamosi, A. 2021. Marketing to Children in Africa: Ethics, Business, and Public Policy. 21st Academy of African Business and Development Conference. MacEwan University, Canada 18 - 22 May 2021 The Academy of African Business and Development.
Brand Value Co-Creation in the Social Commerce Era: Empirical Evidence From Iran
Rezaei, S., Hajli, N., Gbadamosi, A., Aghaali, N. and Featherman, M. S. 2021. Brand Value Co-Creation in the Social Commerce Era: Empirical Evidence From Iran. Journal of Electronic Commerce Research. 22 (1), pp. 46-58.
Entrepreneurship and the Informal Sector: Challenges and Opportunities for African Business Development
Madichie, N. O., Gbadamosi, A. and Rwelamila, P. 2021. Entrepreneurship and the Informal Sector: Challenges and Opportunities for African Business Development. Journal of African Business. https://doi.org/10.1080/15228916.2021.1893055
Social Marketing and the Corruption Conundrum in Morocco: An Exploratory Analysis
Hamelin, N., Nwankwo, S. and Gbadamosi, A. 2020. Social Marketing and the Corruption Conundrum in Morocco: An Exploratory Analysis. World Development. 133 (Art. 104993). https://doi.org/10.1016/j.worlddev.2020.104993
Family Consumption Systems in Africa: A Focus on Children
Gbadamosi, A. 2014. Family Consumption Systems in Africa: A Focus on Children. in: Nwankwo, Sonny and Ibeh, Kevin (ed.) The Routledge Companion to Business in Africa Routledge. pp. 146-159
The Landscape of Ethnic Marketing in the UK
Ojo, S., Nwankwo, S. and Gbadamosi, A. 2015. The Landscape of Ethnic Marketing in the UK. in: Jamal, Ahmad, Peñaloza, Lisa and Laroche, Michel (ed.) The Routledge Companion to Ethnic Marketing Routledge. pp. 97-116
Consumer Behaviour in Developing Nations: A Conceptual Overview
Gbadamosi, A. 2016. Consumer Behaviour in Developing Nations: A Conceptual Overview. in: Gbadamosi, Ayantunji (ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations IGI Global. pp. 1-29
The Changing Landscape of Young Consumer Behaviour
Gbadamosi, A. 2017. The Changing Landscape of Young Consumer Behaviour. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 3-22
Exploring the Dynamics of Consumerism in Developing Nations
Gbadamosi, A. 2019. Exploring the Dynamics of Consumerism in Developing Nations. IGI Global.
Consumers Attitudes towards Debt
Hamelin, Nicolas, Gbadamosi, A., Mohaouchane, Sofia and Benelkaid, Imane 2016. Consumers Attitudes towards Debt. in: Gbadamosi, Ayantunji (ed.) Handbook of Research on Consumerism and Buying Behavior in Developing Nations IGI Global. pp. 53-76
Pricing, Income, and Brand Symbolism: Exploring Young Consumers’ Understanding of Value
Mingazova, Diliara and Gbadamosi, A. 2017. Pricing, Income, and Brand Symbolism: Exploring Young Consumers’ Understanding of Value. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 138-154
Marketing Communications and the Young Consumer: Evidence from a Developing Country
Hamelin, N., Gbadamosi, A. and Lucas, P. 2017. Marketing Communications and the Young Consumer: Evidence from a Developing Country. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 170-186
Consumerism and Consumer Protection: A Focus on Young Consumers
Gbadamosi, A., Fletcher, K., Emmanuel Stephen, C. and Olutola, I. C. 2017. Consumerism and Consumer Protection: A Focus on Young Consumers. in: Gbadamosi, Ayantunji (ed.) Young Consumer Behaviour: A Research Companion Routledge. pp. 391-413
Understanding market agility for new product success with big data analytics
Hajli, N., Tajvidi, M., Gbadamosi, A. and Nadeem, W. 2019. Understanding market agility for new product success with big data analytics. Industrial Marketing Management. 86, pp. 135-143. https://doi.org/10.1016/j.indmarman.2019.09.010
Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption
Gbadamosi, A. 2019. Postmodernism, Ethnicity, and Celebrity Culture in Women’s Symbolic Consumption. International Journal of Market Research. 62 (5), pp. 561-577. https://doi.org/10.1177/1470785319868363
Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox
Gbadamosi, A. 2019. Women-Entrepreneurship, Religiosity, and Value-co-creation with Ethnic Consumers: Revisiting the Paradox. Journal of Strategic Marketing. 27 (4), pp. 303-316. https://doi.org/10.1080/0965254X.2017.1344293
In Search of Perfect Boundaries? Entrepreneurs’ Work-Life Balance
Adisa, T., Gbadamosi, A., Mordi, T. and Mordi, C. 2019. In Search of Perfect Boundaries? Entrepreneurs’ Work-Life Balance. Personnel Review. 48 (6), pp. 1634-1651. https://doi.org/10.1108/PR-06-2018-0197
Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media
Hamelin, Nicolas, Mokannef, Amina and Gbadamosi, A. 2018. Colour cosmetics consumption among Moroccan women: Examining the Nexus of Attitudes, Religion, and The media. International Journal of Consumer Studies. 42 (6), pp. 755-767. https://doi.org/10.1111/ijcs.12468
Luxury Fashion Consumption and Identity Work: A Study of Black African Women in London
Emmanuel Stephen, C. 2017. Luxury Fashion Consumption and Identity Work: A Study of Black African Women in London. PhD Thesis University of East London Business and Law https://doi.org/10.15123/PUB.7307
The Anatomy of International Students’ Acculturation in British Universities
Gbadamosi, A. 2018. The Anatomy of International Students’ Acculturation in British Universities. Industry and Higher Education. 32 (2), pp. 129 -138. https://doi.org/10.1177/0950422218760335
Entrepreneurialism in a London University: A Case Illustration
Madichie, Nnamdi O., Gbadamosi, A. and Nwankwo, S. 2018. Entrepreneurialism in a London University: A Case Illustration. in: Ferreira, João J., Fayolle, Alain, Ratten, Vanessa and Raposo, Mário (ed.) Entrepreneurial Universities: Collaboration, Education and Policies Edward Elgar. pp. 88-104
Trust, Religiosity, and Relationship Marketing: A Conceptual Overview of Consumer Brand Loyalty
Al-Abdulrazak, R. and Gbadamosi, A. 2017. Trust, Religiosity, and Relationship Marketing: A Conceptual Overview of Consumer Brand Loyalty. Society and Business Review. 12 (3), pp. 320-339. https://doi.org/10.1108/SBR-03-2017-0014
The Entrepreneurial University: A Exploration of a value-creation in a non-Management department
Madichie, N. O. and Gbadamosi, A. 2017. The Entrepreneurial University: A Exploration of a value-creation in a non-Management department. Journal of Management Development. 36 (2), pp. 196-216. https://doi.org/10.1108/JMD-06-2016-0098
Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study
Gbadamosi, A. 2015. Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study. Journal of Brand Management. 22 (9), pp. 737-754.
Exploring the Growing Link of Ethnic Entrepreneurship, Markets, and Pentecostalism in London (UK): An Empirical study
Gbadamosi, A. 2015. Exploring the Growing Link of Ethnic Entrepreneurship, Markets, and Pentecostalism in London (UK): An Empirical study. Society and Business Review. 10 (2), pp. 150-169. https://doi.org/10.1108/SBR-11-2014-0053
Exploring Consumer Opportunism Conundrum in the Insurance Industry: The Role of Marketing
Gbadamosi, A. and Yusuf, Tajudeen Olalekan 2016. Exploring Consumer Opportunism Conundrum in the Insurance Industry: The Role of Marketing. The Marketing Review. 16 (1), pp. 92-106. https://doi.org/10.1362/146934716X14636478977395