Brand consumption and narrative of the self

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Title Brand consumption and narrative of the self
Author Schembri, Sharon; Merrilees, Bill; Kristiansen, Stine
Journal Name Psychology & Marketing
Editor Arch Woodside
Year Published 2010
Place of publication United States
Publisher John Wiley & Sons, Inc
Abstract This 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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1002/mar.20348
Volume 27
Issue Number 6
Page from 623
Page to 638
ISSN 1520-6793
Date Accessioned 2010-10-22
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/34988
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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