KOREASCHOLAR

“JUST LIKE US, BUT DIFFERENT”: STIGMATIZED CONSUMERS’ READING OF SOURCES IN LUXURY FASHION BRANDS ADVERTISING

Daiane Scaraboto, Luciana A. Gil, Todd Pezzuti
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298813
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
p.829
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

Consumers and sources are embedded in cultural contexts that influence how those sources are read. We examine how consumers stigmatized for being fat collectively read advertisements for luxury fashion brands featuring plus-sized sources. We unveil individual and cultural resources stigmatized consumers rely on to collectively develop readings of advertising sources.

Keyword
advertising sourcesfashionluxurybrandingplus-sizestigmatized consumers
Author
  • Daiane Scaraboto(Pontificia Universidad Católica de Chile, Chile)
  • Luciana A. Gil(Universidad Diego Portales, Chile)
  • Todd Pezzuti(Universidad de Chile, Chile)