iPod Fever: An Exploratory Study of Negative Symbolic Consumption in MP3 Player Market
This research is chiefly concerned with negative symbolic consumption which refers to consumers reject products and brands with negative symbolic meanings which are associated with negative self-concepts that they fear for. Since negative symbolic consumption has been an under-explored area in consu...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20498/ |