Masculine Servicescapes? Examining the Intersections Between Men’S Identity Construction and Built Commercial Environments

We examine how servicescapes, built commercial environments partake in the process of masculine identity construction. Using men’s recreational training at the Mixed Martial Arts dojos/gyms, we demonstrate how a physical space of a dojo/gym contains and constructs a specific identity project, the fighter ideal, that would be difficult to realize elsewhere.



Citation:

Risto Moisio and Mariam Beruchashvili (2020) ,"Masculine Servicescapes? Examining the Intersections Between Men’S Identity Construction and Built Commercial Environments", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1181-1181.

Authors

Risto Moisio, California State University Long Beach, USA
Mariam Beruchashvili, California State University Northridge, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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