Culture Impact on Consumers Decision: The Fashionable Adoption Influence on Social Stigmatization and Role of Perceived Innovation
Science Journal of Business and Management
Volume 5, Issue 1, February 2017, Pages: 17-26
Received: Nov. 24, 2016; Accepted: Dec. 13, 2016; Published: Feb. 3, 2017
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Hesham Fazel, Business Administration Department, University of Bisha, Bisha, Saudi Arabia
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Fashionable product choices can lead to social stigmatization. Embracing a religious ideology may affect the way we evaluate our religious practices (e.g., veil). In this paper, we argue that some of our own religious practices can be stigmatized. The paper examines the psychological keystones of fashionableness adoption and levels of stigmatization. Salafi ideology is presented as a context that may play a role in clarifying the relationship between fashionableness adoption and social stigmatization. The study’s findings present main effect of fashionable adoption on social stigmatizing. Moreover, findings show that perceived innovation mediates the relationship between fashionableness adoption and social stigmatization.
Stigmatization, Fashionable, Product, Innovation
To cite this article
Hesham Fazel, Culture Impact on Consumers Decision: The Fashionable Adoption Influence on Social Stigmatization and Role of Perceived Innovation, Science Journal of Business and Management. Vol. 5, No. 1, 2017, pp. 17-26. doi: 10.11648/j.sjbm.20170501.13
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This article is an open access article distributed under the Creative Commons Attribution License ( which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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