Purpose This research aims to explore how female immigrants use consumption to challenge and support their husband's position within the context of their patriarchal bargain. Design/methodology/approach The sample group ( n = 20) consisted of ten first-generation Nigerian immigrant married...

"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the...