You know you've got to, express yourself: A comparative study of self-expression through brand, women in six Asian nations
2011 (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, The Academy of Marketing Science, 2011, 165- p.Conference paper, Meeting abstract (Other academic)
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
The Academy of Marketing Science, 2011. 165- p.
Research subject Industrial Marketing
IdentifiersURN: urn:nbn:se:ltu:diva-37893Local ID: c12c1d04-1a35-480e-825a-28811d40affeISBN: 0-939783-36-3 (electronic)OAI: oai:DiVA.org:ltu-37893DiVA: diva2:1011391
Academy of Marketing Science. Conference : 24/05/2011 - 27/05/2011
Godkänd; 2011; 20110622 (marias)2016-10-032016-10-03Bibliographically approved