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

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

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

Godkänd; 2015; 20150115 (andbra)
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.

Pitt, LeylandSegal Graduate School of Business, Simon Fraser University (author)
Steyn, PeterLuleå tekniska universitet,Industriell Ekonomi(Swepub:ltu)pieste (author)
Wallström, ÅsaLuleå tekniska universitet,Industriell Ekonomi(Swepub:ltu)asaw (author)
Styvén, Maria EkLuleå tekniska universitet,Industriell Ekonomi(Swepub:ltu)marias (author)
Segal Graduate School of Business, Simon Fraser UniversityIndustriell Ekonomi (creator_code:org_t)

In:The Sustainable Global MarketplaceCham : Encyclopedia of Global Archaeology/Springer Verlag, s. 165-97833191087289783319108735

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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