UNDERSTANDING SELF-GIFT CONSUMER BEHAVIOUR IN INDIA
Self-gift is a particularly complex class of self-directed consumption or self-indulgence that is hedonistic, special, symbolic, justified and context bound. A self-gift is what it represents to the individual and can be any product, service or experience. It challenges the very fundamental notion o...
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| Format: | Dissertation (University of Nottingham only) |
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2007
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| Online Access: | https://eprints.nottingham.ac.uk/21568/ |