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You know you've got...
You know you've got to, express yourself : A comparative study of self-expression through brand, women in six Asian nations
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- Bal, Anjali S. (författare)
- Segal Graduate School of Business, Simon Fraser University
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- Pitt, Leyland (författare)
- Segal Graduate School of Business, Simon Fraser University
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- Steyn, Peter (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Wallström, Åsa (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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- Styvén, Maria Ek (författare)
- Luleå tekniska universitet,Industriell Ekonomi
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(creator_code:org_t)
- 2014-10-08
- 2015
- Engelska.
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Ingår i: The Sustainable Global Marketplace. - Cham : Encyclopedia of Global Archaeology/Springer Verlag. - 9783319108728 - 9783319108735 ; , s. 165-
- Relaterad länk:
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https://urn.kb.se/re...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Nyckelord
- Industriell marknadsföring
- Industrial Marketing
Publikations- och innehållstyp
- vet (ämneskategori)
- kon (ämneskategori)
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