Work

The postcolonial consumer paradox:a critical evaluation of cultural meaning transfer theory in Sub-Saharan Africa

Year: 2026

Type: conference-paper

Abstract: This study evaluates the linear assumptions of McCracken’s Cultural Meaning Transfer Theory within a multi-ethnic, postcolonial framework. By examining the commercial application of indigenous Nigerian semiotics specifically Uli spirals, Adire patterns, and Hausa Laali designs, the research investigates how cultural symbolism influences brand authenticity and consumer trust in Sub-Saharan skincare market. A survey of 305 consumers across Kano, Lagos, and Enugu was analysed using One-Way ANOVA, Pearson Correlation, and Linear Regression. The data revealed a pan-Nigerian resonance for heritage motifs, with no statistically significant ethnic difference in interpretation, largely driven by an urban, youth demographic. Crucially, a postcolonial consumer paradox emerged: while indigenous motifs significantly amplified perceived brand authenticity, this did not translate to consumer trust or predict purchase intent. Disrupting Western-centric models, the study introduces a mediated authenticity framework, proving that symbolic heritage serves only as a gateway; building commercial trust requires harmonising cultural resonance with functional product efficacy.

Source: The UWS Academic Portal (University of the West of Scotland)

Authors: Okeniyi, Johnson; id_orcid 0009-0004-7349-0407, Avajah, Felix, Olusegun, Olamide; id_orcid 0000-0002-3189-6896, Samuel, Sunday Eneojo, Bodunrin, Temitope Sarah; id_orcid 0000-0002-3257-1057

Institutions: University of the West of Scotland, Heriot-Watt University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W7212459583

FWCI:

Cites: 4

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Related to: 10