haku: @indexterm Fashions industry / yhteensä: 99
viite: 17 / 99
| Tekijä: | Banister, E. N. Hogg, M. K. |
| Otsikko: | Negative symbolic consumption and consumers' drive for self-esteem: the case of the fashion industry |
| Lehti: | European Journal of Marketing
2004 : VOL. 38:7, p. 850-868 |
| Asiasana: | Marketing management Consumption Consumer behaviour Fashions industry Product development |
| Kieli: | eng |
| Tiivistelmä: | Self-esteem is an important motivational drive for consumption involving both the acceptance and rejection/avoidance of symbolic goods. A small-scale exploratory study is used to examine first, how consumers invest products and brands with negative symbolic meanings; and second, how this leads consumers to reject products and brands with negative symbolic meanings; and second, how this leads consumers to reject products and brands. |
SCIMA