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Symbolic Interactionism Its Effects on Consumer Behaviour and Implications for Marketing Strategy

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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Symbolic Interactionism Its Effects on Consumer Behaviour and Implications for Marketing Strategy

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0887-6045
DOI
10.1108/08876049210035881
Publisher site
See Article on Publisher Site

Abstract

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 MarketingEmerald Publishing

Published: Mar 1, 1992

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