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Exploring the Identity Development, Metrosexual Masculinity, and Metrosexual Experience throughout Purchase Journey in Malaysian Context

BANO, SOBIA (2018) Exploring the Identity Development, Metrosexual Masculinity, and Metrosexual Experience throughout Purchase Journey in Malaysian Context. PhD thesis, Universiti Teknologi PETRONAS.

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Abstract

Metrosexual is a phenomenon of the 21st century, which challenged the conventional notion of man to a soft man with appealing and pleasant appearance. Men have started to distance themselves from the traditional masculinity by enjoying the disposable income on a gym membership, hair salon, body depilation, and spending money on designer wear. Literature acknowledges that phenomena are growing, still not studied extensively. To fill the gap in the research, qualitative study is employed to explore the role of early experience and consumption practices on the identity formation by combining the elements of Erikson identity theory and Marcia identity status; personality traits of metrosexual masculinity; and the metrosexual experience throughout the purchase journey.

Item Type: Thesis (PhD)
Academic Subject : Academic Department - Management And Humanities - Language and Communication
Subject: UNSPECIFIED
Divisions: Management and Humanities
Depositing User: Ahmad Suhairi Mohamed Lazim
Date Deposited: 13 May 2019 10:35
Last Modified: 13 May 2019 10:35
URI: http://utpedia.utp.edu.my/id/eprint/18996

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