What it Means to be “Handmade”?
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Authors
Teah, Min
Hatton-Jones, Siobhan
Loi, Clara
Date
2019Type
Conference Paper
Metadata
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Teah, M. and Hatton-Jones, S. and Loi, C. 2019. What it means to be “handmade”? In: 2019 KSMS International Conference, 16th Nov 2019, Seoul, South Korea.
Source Conference
2019 Korean Scholars of Marketing Scholars International Conference
ISSN
Faculty
Faculty of Business and Law
School
School of Marketing
Remarks
Session 2.1 2019 ANZMAC-KSMS Joint Symposium at Seoul II
Collection
Abstract
In the day and age where brands are seeking to distinct their products and production, one of the methods which are employed is to create handmade products. However, there is little consensus as to what it means in the eyes of consumers. Therefore, the aim of this study is the conceptualise the meaning of handmade. Data is collected from 850 respondents using open-ended questions. A thematic analysis is conducted to generate the themes and consumer perceptions towards handmade. The findings provide implications for brand managers, practitioners and researchers on how to utilize the “handmade” cue.