The effect of religiosity and demographic variables on Arab women consumers' self-expression through luxury brands: a mixed methods study

This mixed methods study focuses on one category of luxury female consumer products and investigates its relationship with Muslim consumer religiosity and other demographic variables to provide greater understanding of the consumer behaviour of this largely unknown consumer segment. Building on the recommendations of two related earlier studies, this paper tests the four key propositions of complexity theory. Symmetrical testing was done using correlation, cross-tabulation and contrarian case analysis to examine the association among the constructs of religiosity, demographics and self-expression. Then, asymmetrical fsQCA data analyses were done to test major tenets of the theory of complexity. Findings provide further support that utilising a combination of complexity theory, fsQCA and pattern research in service dominant logic is a proper fit for advancing theory, method and practice in service research. The results show that relationships in the emotions-brand domain are not as straightforward as previously thought.