TY - JOUR
T1 - The effect of religiosity and demographic variables on Arab women consumers' self-expression through luxury brands
T2 - a mixed methods study
AU - Alserhan, Baker Ahmad
AU - Halkias, Daphne
AU - Boulanouar, Aisha Wood
AU - Komodromos, Marcos
AU - Ayed, Tahar Lazhar
AU - Althawadi, Othman
N1 - Publisher Copyright:
Copyright © 2022 Inderscience Enterprises Ltd.
PY - 2022
Y1 - 2022
N2 - This mixed methods study focuses on one category of luxury female consumer products and investigates its relationship with Muslim consumer religiosity and other demographic variables to provide greater understanding of the consumer behaviour of this largely unknown consumer segment. Building on the recommendations of two related earlier studies, this paper tests the four key propositions of complexity theory. Symmetrical testing was done using correlation, cross-tabulation and contrarian case analysis to examine the association among the constructs of religiosity, demographics and self-expression. Then, asymmetrical fsQCA data analyses were done to test major tenets of the theory of complexity. Findings provide further support that utilising a combination of complexity theory, fsQCA and pattern research in service dominant logic is a proper fit for advancing theory, method and practice in service research. The results show that relationships in the emotions-brand domain are not as straightforward as previously thought.
AB - This mixed methods study focuses on one category of luxury female consumer products and investigates its relationship with Muslim consumer religiosity and other demographic variables to provide greater understanding of the consumer behaviour of this largely unknown consumer segment. Building on the recommendations of two related earlier studies, this paper tests the four key propositions of complexity theory. Symmetrical testing was done using correlation, cross-tabulation and contrarian case analysis to examine the association among the constructs of religiosity, demographics and self-expression. Then, asymmetrical fsQCA data analyses were done to test major tenets of the theory of complexity. Findings provide further support that utilising a combination of complexity theory, fsQCA and pattern research in service dominant logic is a proper fit for advancing theory, method and practice in service research. The results show that relationships in the emotions-brand domain are not as straightforward as previously thought.
KW - Arab women consumers
KW - complexity theory
KW - luxury brands
KW - nuanced theory
KW - religiosity
KW - self-expression
UR - http://www.scopus.com/inward/record.url?scp=85129487752&partnerID=8YFLogxK
U2 - 10.1504/GBER.2022.122383
DO - 10.1504/GBER.2022.122383
M3 - Article
AN - SCOPUS:85129487752
SN - 1097-4954
VL - 26
SP - 252
EP - 284
JO - Global Business and Economics Review
JF - Global Business and Economics Review
IS - 3
ER -