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dc.contributor.authorSchembri, Sharonen_US
dc.contributor.authorMerrilees, Billen_US
dc.contributor.authorKristiansen, Stineen_US
dc.contributor.editorArch Woodsideen_US
dc.date.accessioned2017-05-03T13:59:48Z
dc.date.available2017-05-03T13:59:48Z
dc.date.issued2010en_US
dc.date.modified2010-11-12T08:34:29Z
dc.identifier.issn15206793en_US
dc.identifier.doi10.1002/mar.20348en_AU
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.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherJohn Wiley & Sons, Incen_US
dc.publisher.placeUnited Statesen_US
dc.relation.ispartofstudentpublicationYen_AU
dc.relation.ispartofpagefrom623en_US
dc.relation.ispartofpageto638en_US
dc.relation.ispartofissue6en_US
dc.relation.ispartofjournalPsychology & Marketingen_US
dc.relation.ispartofvolume27en_US
dc.rights.retentionNen_AU
dc.subject.fieldofresearchMarketing Management (incl. Strategy and Customer Relations)en_US
dc.subject.fieldofresearchcode150503en_US
dc.titleBrand consumption and narrative of the selfen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Peer Reviewed (HERDC)en_US
dc.type.codeC - Journal Articlesen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.date.issued2010
gro.hasfulltextNo Full Text


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