KOREASCHOLAR

SYMBOLIC CONSUMPTION, CULTURE, AND GLOBAL BRANDS: COMPARING BRAND CONSUMPTIONS IN BOGOTÁ AND LONDON

Sandra Preciado, Yüksel Ekinci, Nicoletta Occhiocupo
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315242
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.1597-1602
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

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.

Keyword
symbolic consumptioncultureglobal brandsemerging marketsfashion
Author
  • Sandra Preciado(Oxford Brookes University, UK)
  • Yüksel Ekinci(University of Reading, UK)
  • Nicoletta Occhiocupo(Oxford Brookes University, UK)