文章基本信息

标题：Keragaman Identitas dalam Komunitas Konsumen
本地全文：下载
作者：Eka Ardianto ; Eka Ardianto
期刊名称：International Research Journal of Business Studies
印刷版ISSN：2089-6271
电子版ISSN：2338-4565
出版年度：2008
卷号：1
期号：1
页码：1-14
语种：English
出版社：Prasetiya Mulya Publishing
摘要：The rise of consumer communities leads the author to conduct thisresearch. Traditional approach views consumer community as a solid, stable, and homogeneous entity. However, using postmodernism approach, the author can spot identities in a consumer community.The exploration is done by participative observation through fashion marketing. It is found that there are four identities in the community, there are : 1) individual-culture identity (nature based), 2) collective-culture identity (future based), 3) temporary-structure identity (discussion based), and 4) permanent-structure identity (instruction based). Implication for marketer is also discussed at the end of this article.
关键词：identity;community;fashion marketing