Mariam Beruchashvili
Biographic Data
| ID | 174536 |
|---|---|
| NAME | Mariam Beruchashvili |
| GIVEN NAMES | Mariam |
| FAMILY NAME | Beruchashvili |
| SIGNATURE | BERUCHASHVILI M |
| AFFILIATIONS | California State University, Northridge |
| ORCID | 0000-0001-5092-5851 |
| VERIFIED | Yes |
| TOTAL WORKS | 6 |
| TOTAL CITATIONS | 45 |
| AUTHOR COUNT | 6 |
| EDITOR COUNT | 0 |
| FIRST PUBLICATION YEAR | 2010 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 3 |
Servicescapes emplacing masculinity: Pursuing fighter identity at the martial arts gym
This research examines identity-congruence of servicescapes—commercial built environments—with men’s gender identity. Building on literatures on servicescapes, emplacement, and masculinity, this paper develops a novel conceptualization of how emplacement fosters servicescapes’ identity congruence. Findings from the study of male patrons of martial arts gyms detail how servicescapes emplace fighter masculinity, an identity project challenging to p…
Men becoming fighters: Exploring processes of consumer socialization
The current paper examines how men are socialized to the ideal of fighter masculinity in the context of Mixed Martial Arts (MMA), a combat sport mixing ground fighting and striking. Such work is timely because the fighter masculinity ideal underlies consumer cultural fascination with MMA, evident in advertising and branding of numerous fight promotions, lifestyle clothing and accessory brands, news and media channels, and fitness gyms. The theore…
Mancaves and masculinity
How do mancaves, male spaces in or around the house, contribute to construction of masculinity? Our research challenges the perspective that male spaces emerge in opposition to the feminine conception of home. Findings from interviews with American suburban men reveal that male spaces represent therapeutic venues that help men in alleviating identity pressures created by work as well as domestic life and aid revitalization of men’s identities as …
From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
Cultivating hope
Building on prior theorizing on hope, dramaturgy of emotions, and the notion of transfiguration, this paper examines how the Weight Watchers brand elicits and embodies hope among its consumers. Based on the findings from a qualitative study of Weight Watchers, the authors propose a three-stage conceptualization of brand-centric hope cultivation. This conceptualization highlights the importance of collective processes in hope emergence, elevation,…
Questing for Well-Being at Weight Watchers: The Role of the Spiritual-Therapeutic Model in a Support Group
Why do millions of consumers in the United States struggling with the consequences of overconsumption believe that membership in a support group is crucial to their well-being? We examine how Weight Watchers, the world’s largest support group, aids its members’ attempts at managing their overweight condition. This article advances the view that in the United States, support groups that are organized around issues of overconsumption, such as Weigh…
Questing for Well-Being at Weight Watchers: The Role of the Spiritual-Therapeutic Model in a Support Group
Why do millions of consumers in the United States struggling with the consequences of overconsumption believe that membership in a support group is crucial to their well-being? We examine how Weight Watchers, the world’s largest support group, aids its members’ attempts at managing their overweight condition. This article advances the view that in the United States, support groups that are organized around issues of overconsumption, such as Weigh…
Mancaves and masculinity
How do mancaves, male spaces in or around the house, contribute to construction of masculinity? Our research challenges the perspective that male spaces emerge in opposition to the feminine conception of home. Findings from interviews with American suburban men reveal that male spaces represent therapeutic venues that help men in alleviating identity pressures created by work as well as domestic life and aid revitalization of men’s identities as …
From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
Cultivating hope
Building on prior theorizing on hope, dramaturgy of emotions, and the notion of transfiguration, this paper examines how the Weight Watchers brand elicits and embodies hope among its consumers. Based on the findings from a qualitative study of Weight Watchers, the authors propose a three-stage conceptualization of brand-centric hope cultivation. This conceptualization highlights the importance of collective processes in hope emergence, elevation,…
Men becoming fighters: Exploring processes of consumer socialization
The current paper examines how men are socialized to the ideal of fighter masculinity in the context of Mixed Martial Arts (MMA), a combat sport mixing ground fighting and striking. Such work is timely because the fighter masculinity ideal underlies consumer cultural fascination with MMA, evident in advertising and branding of numerous fight promotions, lifestyle clothing and accessory brands, news and media channels, and fitness gyms. The theore…
Questing for Well-Being at Weight Watchers: The Role of the Spiritual-Therapeutic Model in a Support Group
Why do millions of consumers in the United States struggling with the consequences of overconsumption believe that membership in a support group is crucial to their well-being? We examine how Weight Watchers, the world’s largest support group, aids its members’ attempts at managing their overweight condition. This article advances the view that in the United States, support groups that are organized around issues of overconsumption, such as Weigh…
Cultivating hope
Building on prior theorizing on hope, dramaturgy of emotions, and the notion of transfiguration, this paper examines how the Weight Watchers brand elicits and embodies hope among its consumers. Based on the findings from a qualitative study of Weight Watchers, the authors propose a three-stage conceptualization of brand-centric hope cultivation. This conceptualization highlights the importance of collective processes in hope emergence, elevation,…
Mancaves and masculinity
How do mancaves, male spaces in or around the house, contribute to construction of masculinity? Our research challenges the perspective that male spaces emerge in opposition to the feminine conception of home. Findings from interviews with American suburban men reveal that male spaces represent therapeutic venues that help men in alleviating identity pressures created by work as well as domestic life and aid revitalization of men’s identities as …
From Close to Distant: The Dynamics of Interpersonal Relationships in Shared Goal Pursuit
This research examines how individuals' relationship with others sharing the pursuit of the same individual goal may change from early to later stages of the pursuit. In one qualitative field study, one lab study, and a 7-day field experiment, consumers demonstrated a tendency to view others in shared pursuit as “friends” to seek support from and alleviate uncertainties during the early stage of the pursuit; however, once they reached the advance…
Men becoming fighters: Exploring processes of consumer socialization
The current paper examines how men are socialized to the ideal of fighter masculinity in the context of Mixed Martial Arts (MMA), a combat sport mixing ground fighting and striking. Such work is timely because the fighter masculinity ideal underlies consumer cultural fascination with MMA, evident in advertising and branding of numerous fight promotions, lifestyle clothing and accessory brands, news and media channels, and fitness gyms. The theore…
Servicescapes emplacing masculinity: Pursuing fighter identity at the martial arts gym
This research examines identity-congruence of servicescapes—commercial built environments—with men’s gender identity. Building on literatures on servicescapes, emplacement, and masculinity, this paper develops a novel conceptualization of how emplacement fosters servicescapes’ identity congruence. Findings from the study of male patrons of martial arts gyms detail how servicescapes emplace fighter masculinity, an identity project challenging to p…
Sociology (5 works) · Aesthetics (4 works) · Psychology (4 works) · Art (3 works) · Gender Studies (3 works) · Gender Studies (3 works) · Identity (music (3 works) · Masculinity (3 works) · Social Psychology (3 works) · Consumer Behavior in Brand Consumption and Identification (2 works)