 The Interplay of Culture(s) of Freedom in the Bazaars of Italy and TurkeyDeniz Atik and
Handan Vicdan
Post-Print from HAL Abstract: This research explores the concept of freedom through the inclusion of consumer perceptions/experiences of freedom and other social/cultural forces that are influential in its construction. Offering an alternative framework to the structure/agency and choice frameworks by consumer researchers, which emphasized the "freedom of choice," we adopt a consumer-centric approach to the construction of freedom and exemplify how freedom is experienced by consumers in Italy and Turkey in the recently transformed retail consumption venues: the bazaars. Findings articulate the institutional and social structures and daily routine of life, which lead to feelings of imprisonment, whereas the rather chaotic atmosphere of the bazaar generates a feeling of freedom. Paradoxically, little nuances exist, such as finding freedom within the structure and feeling entrapped within chaos. Consequently, a conceptual framework of consumer freedom is developed after a semiotic analysis of textual data from in-depth interviews, and themultidimensional nature of consumer freedom is articulated with implications for marketing theory and practice. Date: 2012-01 Published in Journal of International Consumer Marketing, 2012, 24 (1-2), 100-118 p. ⟨10.1080/08961530.2012.650141⟩ There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312921 DOI: 10.1080/08961530.2012.650141 Access Statistics for this paper More papers in Post-Print from HAL |
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