You know you've got to, express yourself: A comparative study of self-expression through brand, women in six Asian nations

You know you've got to, express yourself : A comparative study of self-expression through brand, women in six Asian nations

Bal, Anjali S. (author): Segal Graduate School of Business, Simon Fraser University

Pitt, Leyland (author): Segal Graduate School of Business, Simon Fraser University

(creator_code:org_t)

The Academy of Marketing Science, 2011
2011
English.
In: The Sustainable Global Marketplace. - : The Academy of Marketing Science. - 0939783363 ; , s. 165-

Abstract Subject headings

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.

By the author/editor: Bal, Anjali S.; Pitt, Leyland; Steyn, Peter; Wallström, Åsa; Styvén, Maria Ek

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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