Alserhan, Baker Ahmad; Halkias, Daphne; Boulanouar, … - In: Journal of Research in Marketing and Entrepreneurship 17 (2015) 1, pp. 36-53
Purpose – This paper aims to extend Wallström et al. ’s (2010) six-nation study on brand use and notions of self-expression to Arab women in the UAE. Additionally, it extends the scope of investigation to include an extensive qualitative data corpus to inform and explain the consumption...