When dressed up in clothing, do you always convey what you mean?

Want people to know what you mean upon your arrival, then you need to know how to do it just that. Black consumers have long used clothing, and African style clothing in particular, as a powerful means of expression. From its historical role in US Black Christian churches to its use in the 1960s in campus protests and national marches, African-style clothing carries social and political significance and is a powerful source of both resistance and performative beauty. I explore product meaning creation, moving with consumers through sacred, educational and recreational settings to uncover how they selectively create personalize meanings.

Article

Consumer creations of product meaning in the context of African-style clothing

Journal

Journal of the Academy of Marketing Science