iPod Fever: An Exploratory Study of Negative Symbolic Consumption in MP3 Player Market

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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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Bibliographic Details
Main Author:	Hsiao, Ching-Wei
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2006
Subjects:	product/brand symbolism self-concept image congruence negative symbolic consumption
Online Access:	https://eprints.nottingham.ac.uk/20498/

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