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

Notes how many products are purchased due to their symbolic significance to important reference groups. Discusses the concept of symbolic interactionism and considers this with regard to consumerbehaviour. Suggests that marketing practitioners can develop symbolic relevance via marketing strategy. Makes recommendations for target market definition and marketing mix options.

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Year of publication:	1992
Authors:	Leigh, James H. ; Gabel, Terrance G.
Published in:	Journal of Services Marketing. - MCB UP Ltd, ISSN 2054-1651, ZDB-ID 2020791-8. - Vol. 6.1992, 3, p. 5-16
Publisher:	MCB UP Ltd
Subject:	Consumer behaviour \| Marketing mix \| Marketing strategy \| Product strategy \| Promotion \| Symbolism

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/08876049210035881 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014905474