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dc.contributor.authorSchembri, Sharon
dc.contributor.authorMerrilees, Bill
dc.contributor.authorKristiansen, Stine
dc.contributor.editorArch Woodside
dc.date.accessioned2017-05-03T13:59:48Z
dc.date.available2017-05-03T13:59:48Z
dc.date.issued2010
dc.date.modified2010-11-12T08:34:29Z
dc.identifier.issn15206793
dc.identifier.doi10.1002/mar.20348
dc.identifier.urihttp://hdl.handle.net/10072/34988
dc.description.abstractThis study investigates how consumers use brands to construct their self. Focusing on the consumer's experience of brands, the study interprets consumer narratives on how brand consumption contributes to the construction of the self. The findings demonstrate that consumers use brands in different ways: symbolic, iconic, and indexical. Apart from the symbolism of brands used to construct the self, consumers also use brands that resemble something in an iconic manner. Additionally, consumers use brands that have a factual connection to something in an indexical way to construct the self. Given these findings, this paper therefore contributes to both theory and practice. Theoretically, the findings support semiotic theory and the relationships between the object, the sign, and the interpretant. More practically, this work shows that recognition of the experiential meaning of brands informs marketers and brand managers on how to effectively market brands.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.languageEnglish
dc.language.isoeng
dc.publisherJohn Wiley & Sons, Inc
dc.publisher.placeUnited States
dc.relation.ispartofstudentpublicationY
dc.relation.ispartofpagefrom623
dc.relation.ispartofpageto638
dc.relation.ispartofissue6
dc.relation.ispartofjournalPsychology & Marketing
dc.relation.ispartofvolume27
dc.rights.retentionN
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)
dc.subject.fieldofresearchCommerce, Management, Tourism and Services
dc.subject.fieldofresearchPsychology and Cognitive Sciences
dc.subject.fieldofresearchcode150503
dc.subject.fieldofresearchcode15
dc.subject.fieldofresearchcode17
dc.titleBrand consumption and narrative of the self
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.date.issued2010
gro.hasfulltextNo Full Text
gro.griffith.authorMerrilees, Bill J.
gro.griffith.authorSchembri, Sharon


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