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

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 as