Journal of Consumer Research· 2012Q1
Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets
- 655citations
- Q1SCImago
- 2012year
Short summary
Plus-sized consumers, or 'Fatshionistas,' mobilize to demand greater fashion choice from mainstream markets by developing collective identity, identifying institutional entrepreneurs, and leveraging adjacent field logics.
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