The Changes of Meaning Over Life Stages: Caftans As Expression of Moroccan Women’S Identities

We conducted a qualitative study on caftan consumption in Casablanca, Morocco. We show that Moroccan women use their caftan to express different identities through distinct life stages. Our findings suggest an additional level of meanings, distinctive meanings, and extend prior research on the role of meanings in intra-gender relationships.



Citation:

Delphine Godefroit-Winkel and Marie-Hélène Fosse-Gomez (2014) ,"The Changes of Meaning Over Life Stages: Caftans As Expression of Moroccan Women’S Identities", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 493-493.

Authors

Delphine Godefroit-Winkel, Lille School of Management Research Center
Marie-Hélène Fosse-Gomez, Univ Lille Nord de France-Skema Business School



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

Presidential Address

Stacy Wood, North Carolina State University

Read More

Featured

O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.

Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA

Read More

Featured

Major or Minor: When Foreign Language Increases Versus Decreases Cheating

Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.