Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy

Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic image, and should manage that image through a clear and consistent marketing program.

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Year of publication:	1992
Authors:	Leigh, James H. ; Gabel, Terrance G.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 9.1992, 1, p. 27-38
Publisher:	MCB UP Ltd
Subject:	Consumer behaviour \| Marketing strategy \| Symbolism \| Target markets

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/EUM0000000002594 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849495