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- Title
A SOCIOLOGICAL APPROACH TO BRAND CHOICE: THE CONCEPT OF SITUATIONAL SELF IMAGE.
- Authors
Schenk, Carolyn Turner; Holman, Rebecca H.
- Abstract
Symbolic interactionism, a subset of sociological, theory, offers a theoretically-sound way of conceptualizing brand choice for frequently-purchased products with well-developed and easily-distinguishable brand images. The con- cept of the situational self images deriving from symbol- ic interactionism, is defined and posited as a way of linking past research on self-image/brand-image congruency with that on situational effects. A theoretical model of the interrelationships among perception of others, self image, and brand choice is developed in the paper.
- Publication
Advances in Consumer Research, 1980, Vol 7, Issue 1, p610
- ISSN
0098-9258
- Publication type
Conference Proceeding