%0 Journal Article
%T Luxury clothing: a mirror of gay consumers sexual option? [doi: 10.5329/RECADM.20121101010]
%A Joyce Gon£¿alves Altaf
%A Irene Raguenet Troccoli
%A Christiane Bara Paschoalino
%A Maria Ang¨¦lica Luqueze
%J Revista Eletr£¿nica de Ci¨ºncia Administrativa - RECADM
%D 2012
%I Faculdade Cenecista de Campo Largo (FACECLA)
%R 10.5329/1054
%X ABSTRACT Through a qualitative exploratory research, the present paper investigates the behaviour of Brazilian gay consumers as to their luxury clothing consumption, assuming that this behaviour might help the construction of their self-concept once those products reflect their sexual option. A bibliographical review is followed by the results for in-depth interviews with 12 gay men, and completed with the use of a semantic scale that measures the interviewees¡¯ self-concept and luxury clothing concept. An examination of the results is followed by their implications, indicating that the self-concept directly influences the male gay¡¯s buying behaviour in this market.   Keywords Gay consumers; Luxury clothing consumption; Self-concept construction; Buying behaviour.
%U http://revistas.facecla.com.br/index.php/recadm/article/view/1054