15H Breaking Away From Inferiority; the Strive For Legitimacy in Post-Colonial Service Encounters

This study reveals how inequalities in power structures related to post-colonial context in Nigeria manifests in service-based settings. Building on work by Ustunier & Thompson (2012) it aims to demonstrate the ways in which the experiences and identities of service workers are rendered and transformed through marketplace interactions.


Evelyn Azikiwe and Craig Hirst (2019) ,"15H Breaking Away From Inferiority; the Strive For Legitimacy in Post-Colonial Service Encounters", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 957-957.


Evelyn Azikiwe, Sheffield Hallam University, UK
Craig Hirst, Sheffield Hallam University, UK


NA - Advances in Consumer Research Volume 47 | 2019

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