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SYMBOLIC CONSUMPTION, CULTURE, AND GLOBAL BRANDS: COMPARING BRAND CONSUMPTIONS IN BOGOTÁ AND LONDON
Sandra Preciado,Yüksel Ekinci,Nicoletta Occhiocupo 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7
The purpose of this study is to investigate symbolic consumption of fashion global brands and its relation to the self. This work adopts a qualitative approach and the “tripartite model of self” (Brewer & Yuki, 2007) to study brand meaning among consumers in two different cultural settings: UK and Colombia. Findings show how some meanings change among groups, addressing different self-identity needs, motivations and tensions. This work contributes to debates around international marketing strategies.