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Consuming postcolonial shopping malls

Version 2 2024-06-13, 09:35
Version 1 2015-12-03, 14:19
journal contribution
posted on 2024-06-13, 09:35 authored by R Varman, RW Belk
Through a naturalistic inquiry, we interpret shopping malls in India as post-colonial sites in which young consumers deploy the West in an attempt to transform their Third World identities. Shopping malls in former colonies represent a post-colonial hybridity that offers consumers the illusion of being Western, modern, and developed. Moreover, consumption of post-colonial retail arenas is characterised as a masquerade through which young consumers attempt to disguise or temporarily transcend their Third World realities. This interpretation helps us to offer insights into transitioning retail servicescapes of the Third World, which in turn helps to improve extant understanding of consumer identity and global consumer culture.

History

Journal

Journal of marketing management

Volume

28

Pagination

62-84

Location

London, Eng.

ISSN

0267-257X

eISSN

1472-1376

Language

eng

Publication classification

C Journal article, C1.1 Refereed article in a scholarly journal

Copyright notice

2011, Taylor & Francis

Issue

1-2

Publisher

Taylor & Francis