Consuming a Transfusion of Fashion: Constructing Hybrid Identity Amongst the Third Generation British Indian Community

This study contributes to an understanding of how migrating communities consume a transfusion of clothing and fashion. We adopt an interpretivist approach to explore how third generation British Indians consume fashion, and found that fashion was consumed as an expression of their hybrid identities.



Citation:

Amandeep Takhar and David Chitakunye (2016) ,"Consuming a Transfusion of Fashion: Constructing Hybrid Identity Amongst the Third Generation British Indian Community", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 761-761.

Authors

Amandeep Takhar, University of Northampton, UK
David Chitakunye, AMA International University, Kingdom of Bahrain



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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