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You know you've got to, express yourself: A comparative study of self-expression through brand, women in six Asian nations
Segal Graduate School of Business, Simon Fraser University.
Segal Graduate School of Business, Simon Fraser University.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences, Business Administration and Industrial Engineering.ORCID iD: 0000-0001-5899-4747
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2015 (English)In: The Sustainable Global Marketplace: Proceedings of the Annual Conference of the Academy of Marketing Science, Coral Gables, FL USA May 24-27, 2011 / [ed] Mary Conway, Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015, p. 165-Conference paper, Meeting abstract (Other academic)
Abstract [en]

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.

Place, publisher, year, edition, pages
Cham: Encyclopedia of Global Archaeology/Springer Verlag, 2015. p. 165-
Series
Developments in Marketing Science, ISSN 0149-7421
National Category
Business Administration
Research subject
Industrial Marketing
Identifiers
URN: urn:nbn:se:ltu:diva-31161DOI: 10.1007/978-3-319-10873-5_84Local ID: 53f23d89-ef3d-4bf3-a4f7-aca4d2f467f9ISBN: 978-3-319-10872-8 (print)ISBN: 978-3-319-10873-5 (electronic)OAI: oai:DiVA.org:ltu-31161DiVA, id: diva2:1004391
Conference
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Note
Godkänd; 2015; 20150115 (andbra)Available from: 2016-09-30 Created: 2016-09-30 Last updated: 2018-04-10Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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More styles
Language
  • de-DE
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  • Other locale
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Output format
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