文章基本信息

标题：Consumer Identity And Implications For The Brand
本地全文：下载
作者：Raluca Mihalcea ; PhD Student Academy of Economic Studies Bucharest Iacob C.toiu ; Professor PhD Academy of Economic Studies Bucharest 等
期刊名称：Annales Universitatis Apulensis : Series Oeconomica
印刷版ISSN：1454-9409
出版年度：2008
卷号：2
期号：10
出版社：“1 Decembrie 1918” University of Alba Iulia
摘要：In a consumer culture people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity. All human behavior is a symbolic action. People are not just choosing the best, the fanciest, or the cheapest brands. They’re choosing brands that have the right meaning. Brands are now creating value not just by the products or services they represent, but by the meanings they generate. This meaning is being adopted by consumers to express who they are and what they stand for. Meaning, in fact, may be the most important product a brand creates today.
关键词：identity; consumer divergence; reference groups; brand image; brand cultureent.