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dc.contributor.authorMoscato, Emily Marieen_US
dc.date.accessioned2015-11-27T07:00:41Z
dc.date.available2015-11-27T07:00:41Z
dc.date.issued2014-06-04en_US
dc.identifier.othervt_gsexam:2420en_US
dc.identifier.urihttp://hdl.handle.net/10919/64202
dc.description.abstractThe older female segment plays a critical role in society's fabric, as women past retirement volunteer a significant amount in their communities and provide essential caregiving to family members and friends. Moreover, older females outnumber older males and with the baby boomer population aging over 65, this segment is becoming more influential. Yet there is surprisingly little marketing research that focuses on this older female segment, their lived experiences, and their well-being. Working within the tradition of consumer culture theory, this project is an ethnographic exploration of the Red Hat Society (RHS), a brand community which focuses on celebrating older women. This research adds to the theoretical understanding of older female consumers by exploring how older women negotiate the meaning of aging, gender, and identity. Extending on brand community literature, I suggest how the RHS manages to create a supportive, 'safe space' in which members are able to engage play and learning. Play performances, enacted in through costuming and other rituals within the brand community, are extended beyond the bounds of this 'safe space' to influence the identities and well-being of these women.en_US
dc.format.mediumETDen_US
dc.publisherVirginia Techen_US
dc.rightsThis Item is protected by copyright and/or related rights. Some uses of this Item may be deemed fair and permitted by law even without permission from the rights holder(s), or the rights holder(s) may have licensed the work for use under certain conditions. For other uses you need to obtain permission from the rights holder(s).en_US
dc.subjectolder consumersen_US
dc.subjectplayen_US
dc.subjectcostumingen_US
dc.subjectsocial supporten_US
dc.titleBrand Communities and Well-being: Learning to Age in a Red Haten_US
dc.typeDissertationen_US
dc.contributor.departmentMarketingen_US
dc.description.degreePh. D.en_US
thesis.degree.namePh. D.en_US
thesis.degree.leveldoctoralen_US
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen_US
thesis.degree.disciplineBusiness, Marketingen_US
dc.contributor.committeechairOzanne, Julie L.en_US
dc.contributor.committeememberNakamoto, Kenten_US
dc.contributor.committeememberMachin, Jane Emmaen_US
dc.contributor.committeememberWeaver, Kimberleeen_US


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