Mapping Consumers' Mental Map of IslamicIranian Fashion Focusing on Women’ s Clothing

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BAKHSHI ZADEH BORJ K.; DEYLAMI P.

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Title

Mapping Consumers' Mental Map of IslamicIranian Fashion Focusing on Women’ s Clothing

Author(s)

BAKHSHI ZADEH BORJ K. | DEYLAMI P. | Issue Writer Certificate

Keywords

consensus mapQ1

clothesQ1

islamic-iranian fashionQ1

zmetQ1

Abstract

The tendency toward fashion trends use become so deep that the most original human life in the name of culture also faces serious challenges. Objectives: The present study aims at managing and examining consumer behavior in the field of marketing, their attitude and mentality. Method: This study aims to take advantage of the phenomenological approach and one of its tools named Zaltman Metaphor Elicitation Technique (zmet) that is a qualitative research method, to elicit consensus map that indicates mental construct about islamic-iranian fashion. In this regard, eleven consumers with high involvement about the Islamic fashion were interviewed according to zmet technique and consensus map were elicited. Results: The results of the survey indicate that this map contains twenty-three mental constructs. Conclusion: The authors of the research conclude that main constructs including: " Islamic elements ", " Using the main form in design ", " layout ", " being traditional ", " using concepts in design ", " abnormal color variations ", " complexity in design ", " lack of choice " and " darkness ".

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APA: Copy

BAKHSHI ZADEH BORJ, K., & DEYLAMI, P.. (2020). Mapping Consumers' Mental Map of IslamicIranian Fashion Focusing on Women’ s Clothing. CULTURE IN THE ISLAMIC UNIVERSITY, 9(4 (33) ), 463-478. SID. https://sid.ir/paper/236978/en

Vancouver: Copy

BAKHSHI ZADEH BORJ K., DEYLAMI P.. Mapping Consumers' Mental Map of IslamicIranian Fashion Focusing on Women’ s Clothing. CULTURE IN THE ISLAMIC UNIVERSITY[Internet]. 2020;9(4 (33) ):463-478. Available from: https://sid.ir/paper/236978/en

IEEE: Copy

K. BAKHSHI ZADEH BORJ, and P. DEYLAMI, “Mapping Consumers' Mental Map of IslamicIranian Fashion Focusing on Women’ s Clothing,” CULTURE IN THE ISLAMIC UNIVERSITY, vol. 9, no. 4 (33) , pp. 463–478, 2020, [Online]. Available: https://sid.ir/paper/236978/en

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