| 翻訳と辞書 |
Self-brand
Throughout the long history of consumer research, there has been much interest regarding how consumers choose which brand to buy and why they continue to purchase these brands. Self-branding describes the process in which consumers match their own self-concept with the images of a certain brand.
People engaged in consumption do not merely buy certain products to satisfy basic needs. In fact, consumer buying habits are at a much deeper level. Owning a certain brand can help consumers to express and build their own self-concept.〔Ball, A. Dwayne, and Tasaki, Lori H. (1992). The role and measurement of attachment in consumer behavior. Journal of Consumer Psychology, 2, 155-172.〕〔Kleine, Rober E, III, Kleine, Susan S., and Kernan, Jerome B. (1993). Mundane consumption and the self: A social-identity perspective. Journal of Consumer Psychology, 2, 209-236.〕〔Richins, Marsha L. (1994), Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21, 504-521〕 Specifically, consumers will often only purchase certain trademarks when he/she finds a match between the brand image (communicated through advertisement, design of retail shop, or even package design) and his/her own self-concept. Thereby, the value of a brand also depends of its ability to help consumer to build and create self-concept.〔McCracken, Grant.(1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16, 310-321〕
==Formation of self-brand connections==
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
■ウィキペディアで「Self-brand」の詳細全文を読む
スポンサード リンク
| 翻訳と辞書 : 翻訳のためのインターネットリソース |
Copyright(C) kotoba.ne.jp 1997-2016. All Rights Reserved.
|
|