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The third most predominant reason for using hair extensions identified by the respondents is theneed to protect their natural hair (Tables 5 and 6). Citing the damage caused by chemical hair relaxers andby heat styling accessories, the women indicated that the use of hair extensions helps prevent furtherdamage and also allows their hair to recover and grow. This claim is affirmed by Khumalo (2005) whoposits that the spiral nature of the follicle makes African hair susceptible to damage when the hair issubjected to daily grooming. On the other hand, twisting hair into dreadlocks allows it to achieve greaterlengths as it is does not suffer from the damage caused by frequent combing (Khumalo, 2005). From thisdiscussion, it is fair to infer that keeping hair under a weave or in braids allows it to grow by preventingbreakage due to frequent grooming. Ironically however, Khumalo et al. (2007) reveal that the prevalenceof traction alopecia is more common in hair kept in braids and extensions than in natural hair withoutbraids. Therefore, the women in this survey may be preserving their hair from damage caused by frequentcombing, but on the other hand, inadvertently bringing damage to their hair through traction fromextensions which may cause more damage than from natural long hair.CONCLUSION AND MANAGERIAL IMPLICATIONSThe purpose of this article was to assess the factors that influence black women in South Africa touse hair extensions. The study for this article sought to address two specific questions namely a) Is the useof hair extensions by black women in South Africa a symptom of self-hatred or de-Africanisation? and b)Is the use of hair extensions by black women in South Africa a symptom of their desire to conform tomodernity and consistent with their value priorities? The study found that the respondents, 90% of whomwere aged below 36 years and over 85% of whom had used hair extensions in the preceding three months,ranked braiding and weaving (long/straight) styles higher than they did natural hairstyles such as patternedplaits and uncombed afros. The predominant reason for using extensions according to the majority of therespondents had more to do with the perceived low maintenance requirements of hair extensions. This wasreemphasised by over 77% of the respondents agreeing with the statement that ―I find hair extensioneasier to manage than natural hair‖. However, some respondents did allude to using hair extensions toenhance their looks and for variety and fashion, witness over 51% of them agreeing that ―Hair extensionsmake me look more beautiful‖. The least preferred hairstyles the natural hairstyles and the weaving(long/bouncy).The findings did not support the self-hatred hypothesis as the main factor that influences hairstylechoices. Other factors, especially low maintenance requirements were more important as influencers ofhairstyle choices than factors relating to beauty enhancement. More than any other reason, that blackAfrican women are chose to use hair extensions primarily because of styling convenience. The implicationof this is that marketing and business people in the sector may need to place more emphasis on benefitsother than beauty enhancement in their strategy development in order to avoid overlooking the needs ofsome segments. These segments include those whose core need is the convenience of hair extensions.Consistent with previous studies, the respondents prioritised self-transcendence values. This wasfollowed by openness to change values, which suggested the respondents were not motivated by the desireto conserve the status quo and the certainty in their social environments but by the desire to pursue theirown interests. The respondents were therefore likely to pursue new ideas about hairstyling rather than betied down to tradition. The prioritisation of openness to change values suggests that the aspiration formodernity could have influenced hairstyle choices.Besides value priorities, other factors that lend support to the modernity hypothesis include therespondents‘ ascription of their use of extensions to beauty enhancement and variety and fashion. This isnot surprising in light of the well documented convergence of consumer needs and wants due toglobalisation. However, an interesting observation emerging from this discussion is that in addition tobeing influenced by and adopting Caucasian-inspired hairstyles, the women incorporate these withAfrican-inspired styles to create styles that straddle the two sources of influence. The two braiding stylesthat were highly ranked by the respondents reflect this blend of the two sources of influence.This study contributes to dispelling some of the myths surrounding the reasons for black Africanwomen‘s fondness for hair extensions. Whilst some researchers ascribed black women‘s alteration ofnatural looks to feelings of insecurity and aspiration to conform to white beauty standards, this study did
not find conclusive evidence of this. The study has some shortcomings which could be addressed in futurestudies. A better coverage of black African women of wider demographic backgrounds and a biggersample could be obtained by using a different survey distribution method (other than email) so as to reachparticipants who do not have access to internet.REFERENCESArnheim, R. 1996. Beauty as suitability. The Journal of Aesthetics and Art Criticism, 54(3): 251-253.Ashe, B.D. 1995. ―Why don't he like my hair?‖ Constructing African-American standards of beautyin Toni Morrison‘s Song of Solomon and Zora Neale Hurston‘s Their Eyes Were Watching God. AfricanAmerican Review, 29(4): 579-592.Bell, J. 2010. Black hair extensions. [Online] Available at: http://www.articlesbase.com/hair-lossarticles/black-hair-extensions-1751846.html.Accessed: 30 August, 2010Biddle, J.E. & Hamermesh, D.S. 1994. Beauty and the labor market. The American EconomicReview, 84(5): 1174-1194.Brand, P.Z. 1999. Beauty matters. The Journal of Aesthetics and Art Criticism, 57(1): 1-10.Burgess, S.M. 2002. SA Tribes: Who we are, how we live and what we want from life in the newSouth Africa. Claremont: David Philip Publishers.Burgess, S.M. 2011. Social axioms: A new culture measure for South African business research.South African Journal of Business Management, 42(in press).Casanova, E.M. 2004. ―No ugly women‖: Concepts of race and beauty among adolescent women inEcuador. Gender and Society, 18(3): 287-308.Dawson, A. 2009. Hair in the black community: Roots of a debate. Los Angeles Times. [Online]Available at: http://articles.latimes.com/2009/oct/11/image/ig-ethnichair11. Accessed: 30 August, 2010.Englis, B.G., Solomon, M.R., Ashmore, R.D. 1994. Beauty before the eyes of beholders: Thecultural encoding of beauty types in magazine advertising and music television. Journal of Advertising,23(2): 49-64.Gimlin, D. 1996. Pamela‘s place: Power and negotiation in the hair salon. Gender and Society,10(5): 505-526.Henry, W.A. (1976). Cultural values do correlate with consumer behavior. Journal of Marketing.Henry, A. 1995. Growing up Black, female, and working class: A teacher‘s narrative. Anthropology& Education Quarterly, 26(3): 279-305.hooks, b. 1995. Killing Rage. New York: H. Holt & Company.Houlberg, M.H. 1976. Collecting the anthropology of African art. African Arts, 9(3): 15-19.Johnston, V.S. & Oliver-Rodriguez, J.C. 1997. Facial beauty and the late positive potentialscomponent of event-related potentials. Journal of Sex Research, 34(2): 188-198.Kaw, E.1993. Medicalization of racial features: Asian-American women and cosmetic surgery.Medical Anthropology Quarterly, 7(1): 74-89.Kéïta, S., Faye, O., Kané, B.D.M., Ndiaye, H.T., Traoré, P. & Coulibaly, K. 2005. Hair care andhair styles of women in Bamako, Mali. International Journal of dermatology, 44(1): 26-29.Khumalo, N. 2005. African hair morphology: Macrostructure to ultrastructure. InternationalJournal of Dermatology, 44(1): 10-12.
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Page 36 and 37: (Source: TRAI)India is the second l
Page 38 and 39: suggested that benchmarking of the
Page 40 and 41: Kapoor 1 reported that business sub
Page 42 and 43: The parameters for which the respon
Page 44 and 45: Four factors were extracted, togeth
Page 46 and 47: DiscussionThe key insights from the
Page 48 and 49: eturn on marketing investment. Reta
Page 50 and 51: What is Proximity marketing?Proximi
Page 52 and 53: Conjoint AnalysisFor identifying di
Page 54 and 55: Government service/ retail organiza
Page 56 and 57: Local franchisees too prefer the re
Page 58: Adoption of alternate Technologies-
Page 63 and 64: ooth_campaign.htmlMcGovern, G.J., C
Page 65 and 66: Smirnova Maria, 0079217505094, smir
Page 67 and 68: strategy, the less might be importa
Page 69 and 70: CustomerorientationH1aPlatforminnov
Page 71 and 72: Morgan, R.E. & Berthon, P. (2008).
Page 73 and 74: judged. On the other hand, Brand (1
Page 75 and 76: hairstyles are ‗Afro-centric‘ o
Page 77 and 78: METHODSubjectsConvenience sampling
Page 80 and 81: Use of hair extensions a symptom of
Page 82 and 83: When asked to state their reasons f
Page 86 and 87: Khumalo, N.P., Jessop, S., Gumedze,
Page 88 and 89: that influence the diffusion of gra
Page 90: future studies. Perry (1998) has br
Page 93 and 94: acquired during times of a bad catc
Page 95 and 96: innovation. The adopter might be in
Page 97 and 98: availability to the adopter, (2) la
Page 99 and 100: affective responses through nonverb
Page 101 and 102: Researchers acknowledge that advert
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Page 105 and 106: constant, sexual illustrations had
Page 107 and 108: Table 2Categories and Proposed Cate
Page 109 and 110: construct Definition Examples of PV
Page 111 and 112: of understanding the type of persua
Page 113 and 114: Hovland, R., MacMahan, C., Lee, G.,
Page 115 and 116: Role of Gratitude and Obligation in
Page 117 and 118: obligation. Therefore, it is impera
Page 119 and 120: development of long term business r
Page 121 and 122: fulfilment of their desire for reco
Page 123 and 124: intentional, it has incurred some c
Page 125 and 126: This study is intending to use surv
Page 127 and 128: Cannon, Joseph P., Ravi S. Achrol,
Page 129 and 130: Martin, C. A. & Bush, A. J. (2000).
Page 131 and 132: Can we manage the influence of role
Page 133 and 134: Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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elevant in emerging markets, it als
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other distribution systems, who (c)
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Deighton 2009) from the marketer to
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some of the leading academic resear
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Schultz, D., and Charles Patti (200
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Coping With Service Failure: The mo
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stress. Secondary appraisal relates
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Prior studies have extensively stud
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the disparaging effects of service
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students were recruited from variou
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Main effects of brand reputationRes
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The main objective of this study wa
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customers reason out the potential
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There are several limitations to th
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Smith, A. K., Bolton, R. N., & Wagn
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QuickTime and adecompressorare need
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Brand Communities on Social Network
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The social networking site revoluti
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strategy due to its impact brand tr
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Cova, B., & Pace, S. (2006). Brand
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Spectator-Based Brand Equity and In
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(www.gallup.com) in mid 2009, it wa
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Team-branding, thus, becomes an imp
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students. These items were measured
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Gladden, J.M. and Funk, D.C. (2002)
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Impact of Sensory Branding on Consu
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were selected by the consumers with
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Reaction to Advertisements and Bran
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„service‟ as ―an act or perfo
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proposed attributes that customers
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There are some limitations inherent
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SERQUAL Scale‖, Journal of Retail
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capabilities for stakeholder engage
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arrived at a consensus. Independent
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different levels of government to p
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NGOs and CBOs. In addition, the cor
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the information generated at each l
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A nation‘s capacity embodies the
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―…there is a lot of good work b
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manifested in many forms. Following
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Grindle, M. 1996. Challenging the S
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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