The Full Story: mining rich authoethnographic data for insight into the international consumer’s behaviour with luxury fashion goods

Increasingly, business research needs to recognise the socially-constructive, ontological nature of the domain. We remark that the positivistic characteristics of much research fail to allow social insight into those phenomena. Broadly, there is confusion of purpose, with research ‘quality’ becoming - and only being researched by - positivistic method. We combine ethnography, biography and self-analysis through co-constructed story-telling and community-autoethnography which illustrates importance of place of origin in the purchase of Jordanian clothing. Findings relate to the importance of brand personality to self-concept and place of origin significance.