Please use this identifier to cite or link to this item: https://hdl.handle.net/10321/2453
DC FieldValueLanguage
dc.contributor.authorMason, Roger Bruceen_US
dc.contributor.authorWigley, Gemmaen_US
dc.date.accessioned2017-05-26T11:31:08Z-
dc.date.available2017-05-26T11:31:08Z-
dc.date.issued2013-03-
dc.identifier.citationMason, R.B. and Wigley, G. 2013. The ‘chav’ subculture : branded clothing as an extension of the self. Journal of Economics and Behavioral Studies. 5(3): 173-184.en_US
dc.identifier.issn2220-6140-
dc.identifier.urihttp://hdl.handle.net/10321/2453-
dc.description.abstractThis paper explores the chav phenomenon as a consumer subculture, with special reference to branding and consumer behaviour. The study is important because of the presence of chavs in many consumer markets, and their significant role in the consumption of numerous products. The aim of the primary research was to compare the branded clothing choices of two groups, namely chavs and non-chavs. A qualitative method was used, namely a survey of thirty 14 to 23 year olds (fifteen each of chavs and non-chavs), followed by in-depth interviews with four of the respondents. The issues studied were the relationships between the choice of branded clothing and the respondents’ social experiences, or backgrounds, as well as whether these backgrounds acted as motivations for the respondents’ consumer behaviour. The findings indicate a relationship between the wearing of branded clothing by chavs and their social backgrounds. Their consumption behaviour may be explained by the wearing of branded clothing as an extension of the self. The findings also provide an indication of differences between chav’s and non-chav’s perceptions of branding and consumer behaviour.en_US
dc.format.extent12 pen_US
dc.language.isoenen_US
dc.publisherOpen Journal Systemsen_US
dc.relation.ispartofJournal of economics and behavioral studiesen_US
dc.subjectChaven_US
dc.subjectSubcultureen_US
dc.subjectBranded clothingen_US
dc.subjectConsumptionen_US
dc.subjectDesigner brandsen_US
dc.titleThe ‘chav’ subculture : branded clothing as an extension of the selfen_US
dc.typeArticleen_US
dc.publisher.urihttps://ifrnd.org/journal/index.php/jebs/article/view/392/392en_US
dc.dut-rims.pubnumDUT-003070en_US
dc.identifier.doihttps://doi.org/10.22610/jebs.v5i3.392-
local.sdgSDG12-
item.grantfulltextopen-
item.cerifentitytypePublications-
item.fulltextWith Fulltext-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
item.languageiso639-1en-
item.openairetypeArticle-
Appears in Collections:Research Publications (Management Sciences)
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