Consuming postcolonial shopping malls

Varman, Rohit and Belk, Russell W. 2012, Consuming postcolonial shopping malls, Journal of marketing management, vol. 28, no. 1-2, pp. 62-84, doi: 10.1080/0267257X.2011.617706.

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Title Consuming postcolonial shopping malls
Author(s) Varman, Rohit
Belk, Russell W.
Journal name Journal of marketing management
Volume number 28
Issue number 1-2
Start page 62
End page 84
Total pages 23
Publisher Taylor & Francis
Place of publication London, Eng.
Publication date 2012-02
ISSN 0267-257X
Keyword(s) post-colonialism
consumer identity
shopping malls
consumer culture
Summary 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.
Language eng
DOI 10.1080/0267257X.2011.617706
Field of Research 200211 Postcolonial Studies
1505 Marketing
1504 Commercial Services
1503 Business And Management
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2011, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
Department of Marketing
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