Symbolic Interactionism Its Effects on Consumer Behaviour and Implications for Marketing Strategy
Symbolic Interactionism Its Effects on Consumer Behaviour and Implications for Marketing Strategy
Leigh, James H.; Gabel, Terrance G.
1992-03-01 00:00:00
Notes how many products are purchased due to their symbolicsignificance to important reference groups. Discusses the concept ofsymbolic interactionism and considers this with regard toconsumerbehaviour. Suggests that marketing practitioners can developsymbolic relevance via marketing strategy. Makes recommendations fortarget market definition and marketing mix options.
http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.pngJournal of Services MarketingEmerald Publishinghttp://www.deepdyve.com/lp/emerald-publishing/symbolic-interactionism-its-effects-on-consumer-behaviour-and-b2OGfG8jK5
Symbolic Interactionism Its Effects on Consumer Behaviour and Implications for Marketing Strategy
Notes how many products are purchased due to their symbolicsignificance to important reference groups. Discusses the concept ofsymbolic interactionism and considers this with regard toconsumerbehaviour. Suggests that marketing practitioners can developsymbolic relevance via marketing strategy. Makes recommendations fortarget market definition and marketing mix options.
Journal
Journal of Services Marketing
– Emerald Publishing
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