Postmodernism, ethnicity, and celebrity culture in women’s symbolic consumption

Ayantunji Gbadamosi

Although postmodernism and celebrity culture are closely linked, research attention on this has not been adequately synthesized with ethnic minority groups.

Corresponding author:

Ayantunji Gbadamosi, School of Business and Law, University of East London, Stratford, London EI5 4LZ, UK. Email: A.Gbadamosi@uel.ac.uk

Introduction

The connotation of value as a construct in marketing vis-a-vis consumers' choices is not only interesting but could also be enigmatic in the postmodern era. This is because consumption in this day and age plays a myriad of roles in the society and assumes several layers of meaning for various groups of consumers. In the words of Solomon (1983), consumption does not occur in a vacuum. It is a significant source of symbolic meanings that are used to...

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