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Title: Social pressure and how conflicted masculinities construct a balanced-self through monosocial, heterosocial and homosocial spa consumption
Author: Petrylaite, Edita
ISNI:       0000 0004 5914 9344
Awarding Body: Northumbria University
Current Institution: Northumbria University
Date of Award: 2014
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This study investigates male consumer behaviour in the spa consumption context. With increasing attention to physical appearance in the postmodern era, contemporary men are becoming an appropriate focus for the attention of the beauty and wellbeing industries. Nevertheless, men’s body aestheticization and wellbeing practices have rarely been the topic of academic discussion in the marketing field. Hence, this study unveils the rationale behind male customers’ decisions to consume various spa services, known as enhancers of physical appearance and wellbeing.
Supervisor: Andersen, Hans Christian ; Hart, David ; Woodruffe-Burton, Helen Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: N100 Business studies ; N500 Marketing