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

Sandra Preciado; Yüksel Ekinci; Nicoletta Occhiocupo

doi:10.15444/GMC2016.11.04.04

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 proceeding › Conference 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 language	English
Title of host publication	2016 Global Marketing Conference at Hong Kong Proceedings
Publisher	Global Alliance of Marketing & Management Associations
Pages	1597-1602
Number of pages	6
DOIs	https://doi.org/10.15444/GMC2016.11.04.04
Publication status	Published - 31 Jul 2016
Event	2016 Global Marketing Conference - Hong Kong, Hong Kong Duration: 22 Jul 2016 → 24 Jul 2016

Conference

Conference	2016 Global Marketing Conference
Abbreviated title	GAMMA
Country/Territory	Hong Kong
City	Hong Kong
Period	22/07/16 → 24/07/16

Keywords

symbolic consumption
culture
global brands
emerging markets
fashion

Access to Document

10.15444/GMC2016.11.04.04

http://gmcproceedings.net/html/sub3_01.html?code=315242

Cite this

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title = "Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogot{\'a} and London",

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.",

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Preciado, S, Ekinci, Y & Occhiocupo, N 2016, Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogotá and London. in 2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations, pp. 1597-1602, 2016 Global Marketing Conference, Hong Kong, Hong Kong, 22/07/16. https://doi.org/10.15444/GMC2016.11.04.04

Symbolic consumption, culture, and global brands: comparing brand consumptions in Bogotá and London. / Preciado, Sandra; Ekinci, Yüksel; Occhiocupo, Nicoletta.
2016 Global Marketing Conference at Hong Kong Proceedings. Global Alliance of Marketing & Management Associations, 2016. p. 1597-1602.

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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KW - global brands

KW - emerging markets

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

Abstract

Conference

Keywords

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