Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogotá and London

Sandra Preciado, Yüksel Ekinci, Nicoletta Occhiocupo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.
Original languageEnglish
Title of host publication2016 Global Marketing Conference at Hong Kong Proceedings
PublisherGlobal Alliance of Marketing & Management Associations
Pages1597-1602
Number of pages6
DOIs
Publication statusPublished - 31 Jul 2016
Event2016 Global Marketing Conference - Hong Kong, Hong Kong
Duration: 22 Jul 201624 Jul 2016

Conference

Conference2016 Global Marketing Conference
Abbreviated titleGAMMA
Country/TerritoryHong Kong
CityHong Kong
Period22/07/1624/07/16

Keywords

  • symbolic consumption
  • culture
  • global brands
  • emerging markets
  • fashion

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