A Theorization of Symbolic-Substitution: Exploring Taboo and the Muslim Female Consumer

Over the past two decades, consumer researchers have taken more interest in the study of symbolic brand meaning (Mick et al. 2004). Much of this research however, is conducted in western consumer cultures. Therefore, attempting to extend knowledge, this preliminary research addresses a particular emerging paradoxical subculture of consumption in Kuwait; young modest Muslim female consumers of western luxury fashion brands. Four semi-structured depth interviews and participant observations were conducted in Kuwait over a two month period. Two major themes emerge; the ‘symbolic-substitution’ of expressing sexuality through western luxury fashion brand consumption and the subsequent interrelations between sexuality and luxury.

Citation:

Fajer Saleh Al-Mutawa, Richard Rosenbaum-Elliott, and Peter Nuttall (2011) ,"A Theorization of Symbolic-Substitution: Exploring Taboo and the Muslim Female Consumer", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 430-431.