東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

Self-Expression Through Brand and Co...

Takashima, Mirei.

FindBook

Google Book

Amazon

博客來

Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences./
作者:	Takashima, Mirei.
面頁冊數:	137 p.
附註:	Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
Contained By:	Dissertation Abstracts International77-09A(E).
標題:	Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10105382
ISBN:	9781339688534

Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences.
Takashima, Mirei.

Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences. - 137 p.

Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.

Thesis (Ph.D.)--University of California, Los Angeles, 2016.

In this dissertation, I investigated how the brand and consumption choices across cultures vary in meaning. In particular, I examined how self-expression through choice varies between the Western and East Asian cultural contexts due to the difference in how the self is viewed. Specifically, Westerners express self-consistency because they view themselves as independent and consistent regardless of the context. In contrast, East Asians express through self-improvement efforts because they view themselves as interdependent and thus have an obligation to invest effort into becoming a model social being through self-improvement.

ISBN: 9781339688534Subjects--Topical Terms:

536353
Marketing.

Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences.
LDR:03433nmm a2200361 4500 001 2076163
005 20161028121032.5
008 170521s2016 ||||||||||||||||| ||eng d
020 $a 9781339688534
035 $a (MiAaPQ)AAI10105382
035 $a AAI10105382
040 $a MiAaPQ $c MiAaPQ
100 1 $a Takashima, Mirei. $3 3191597
245 1 0 $a Self-Expression Through Brand and Consumption Choices: Examining Cross-Cultural Differences.
300 $a 137 p.
500 $a Source: Dissertation Abstracts International, Volume: 77-09(E), Section: A.
500 $a Adviser: Sanjay Sood.
502 $a Thesis (Ph.D.)--University of California, Los Angeles, 2016.
520 $a In this dissertation, I investigated how the brand and consumption choices across cultures vary in meaning. In particular, I examined how self-expression through choice varies between the Western and East Asian cultural contexts due to the difference in how the self is viewed. Specifically, Westerners express self-consistency because they view themselves as independent and consistent regardless of the context. In contrast, East Asians express through self-improvement efforts because they view themselves as interdependent and thus have an obligation to invest effort into becoming a model social being through self-improvement.
520 $a The topic of self-expression is particularly relevant and intriguing in the East Asian cultural context, as the most common portrayal of East Asian individuals emphasizes the conformist, socially obligated nature of their being. Hence, in this current research, I explored the meaning of East Asian individuality and selfhood in the context of brand and consumption choices.
520 $a In Experiments 1 through 3, the results provided converging evidence that Western individuals have a higher self-brand connection when compared to East Asian individuals, and therefore are more loyal to the brands that they favor. In contrast, East Asians are less loyal to brands because of their higher interest in non-brand attributes.
520 $a In Experiments 4 and 5, I focused on the luxury brands category to further explore the cross-cultural difference in brand and consumption choices. The results confirmed that East Asians, when compared to Westerners, have a higher appreciation for distinctive but relatively intangible features involving craftsmanship and heritage.
520 $a In Experiment 5, I explored the topic of East Asian self-expression more directly. The results confirmed my hypothesis that East Asians self-express through their consumption choices by selecting the more unique, less popular option over the standard, more popular option---but only when it is socially appropriate to do so.
520 $a The findings from this research provide new insight into the cross-cultural differences in how people self-express through their brand and consumption choices as a result of their varying self-concepts. Furthermore, the findings also shed additional light on the concept of East Asian self-expression, and confirm that one does not have to subscribe to the principles of individualism to be an individual.
590 $a School code: 0031.
650 4 $a Marketing. $3 536353
650 4 $a Social psychology. $3 520219
650 4 $a Personality psychology. $3 2144789
650 4 $a Cultural anthropology. $3 2122764
690 $a 0338
690 $a 0451
690 $a 0625
690 $a 0326
710 2 $a University of California, Los Angeles. $b Management. $3 3170290
773 0 $t Dissertation Abstracts International $g 77-09A(E).
790 $a 0031
791 $a Ph.D.
792 $a 2016
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10105382