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        검색결과 2

        2.
        2016.07 구독 인증기관 무료, 개인회원 유료
        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.
        4,000원