Originality/value of paper – Within consumer culture theory, there is much focus on the agency of consumers and their identity projects. However, there is a dearth of work that considers the social and cultural context wherein these identity constructions take place. This study makes a contribution toward addressing this gap.
Duffy, D. (2012), "Traversing the Matriarch's Domain: How Young Men Negotiate the Feminized Space of Fashion Consumption and Self-Presentation", Belk, R., Askegaard, S. and Scott, L. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 14), Emerald Group Publishing Limited, Bingley, pp. 69-87. https://doi.org/10.1108/S0885-2111(2012)0000014008Download as .RIS
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