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  • Bal, Anjali S., et al. (author)
  • You know you've got to, express yourself : A comparative study of self-expression through brand, women in six Asian nations
  • 2011
  • In: The Sustainable Global Marketplace. - : The Academy of Marketing Science. - 0939783363 ; , s. 165-
  • Conference paper (other academic/artistic)abstract
    • Consumers express themselves in a multitude of ways; one expression mechanism is brand consumption. Self-expression can be an important driver of consumer preference and choice. Despite the importance of self-expression, additional research is needed as to how brands are used as a means of self-expression. Previous studies indicate that the importance of brands for self-expression can differ across cultures. This study explores how female consumers in six Asian nations differ in the extent to which they express themselves through the use of their favorite brands.
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  • Result 1-1 of 1
Type of publication
conference paper (1)
Type of content
other academic/artistic (1)
Author/Editor
Bal, Anjali S. (1)
Pitt, Leyland (1)
Steyn, Peter (1)
Wallström, Åsa (1)
Styvén, Maria Ek (1)
University
Luleå University of Technology (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2011 (1)

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