What it Means to be “Handmade”?
|dc.identifier.citation||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.|
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.
|dc.title||What it Means to be “Handmade”?|
|dcterms.source.conference||2019 Korean Scholars of Marketing Scholars International Conference|
|dcterms.source.conference-start-date||16 Nov 2019|
|dcterms.source.conferencelocation||Seoul, South Korea|
Session 2.1 2019 ANZMAC-KSMS Joint Symposium at Seoul II
|curtin.department||School of Marketing|
|curtin.accessStatus||Fulltext not available|
|curtin.faculty||Faculty of Business and Law|
|curtin.contributor.orcid||Hatton-Jones, Siobhan [0000-0001-5948-6330]|
|dcterms.source.conference-end-date||16 Nov 2019|
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