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Symbolic interaction in brand equity...
~
Boostrom, Robert E., Jr.
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Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object.
Record Type:
Electronic resources : Monograph/item
Title/Author:
Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object./
Author:
Boostrom, Robert E., Jr.
Description:
51 p.
Notes:
Source: Masters Abstracts International, Volume: 42-06, page: 2057.
Contained By:
Masters Abstracts International42-06.
Subject:
Sociology, Theory and Methods. -
Online resource:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1419571
ISBN:
0496243276
Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object.
Boostrom, Robert E., Jr.
Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object.
- 51 p.
Source: Masters Abstracts International, Volume: 42-06, page: 2057.
Thesis (M.A.)--University of Missouri - Kansas City, 2004.
This thesis has been written to add to the developing body of work on a sociology of consumption. It uses sociology as a vantage point for consumption concepts previously investigated in the field of marketing. David Aaker's theories on brand equity are restated by using symbolic interactionism as a theoretical framework. This adds both to a sociology of consumption and to Aaker's work by outlining sociological components of his concepts. This research shows how meaning is formed around a brand and how consumers and businesses are both involved in the process of defining what brands mean. Investigating activity around the Ford Mustang provides examples of how portions of Aaker's work can be viewed through symbolic interactionism. The social activity of members of the Vintage Mustang Club of Kansas City was analyzed. Data were collected primarily through participant observation and interviews.
ISBN: 0496243276Subjects--Topical Terms:
626625
Sociology, Theory and Methods.
Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object.
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Symbolic interaction in brand equity theory: The Ford Mustang as an abstract object.
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51 p.
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Source: Masters Abstracts International, Volume: 42-06, page: 2057.
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Adviser: Peter Singelmann.
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Thesis (M.A.)--University of Missouri - Kansas City, 2004.
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This thesis has been written to add to the developing body of work on a sociology of consumption. It uses sociology as a vantage point for consumption concepts previously investigated in the field of marketing. David Aaker's theories on brand equity are restated by using symbolic interactionism as a theoretical framework. This adds both to a sociology of consumption and to Aaker's work by outlining sociological components of his concepts. This research shows how meaning is formed around a brand and how consumers and businesses are both involved in the process of defining what brands mean. Investigating activity around the Ford Mustang provides examples of how portions of Aaker's work can be viewed through symbolic interactionism. The social activity of members of the Vintage Mustang Club of Kansas City was analyzed. Data were collected primarily through participant observation and interviews.
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http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1419571
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