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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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