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Full-Text Articles in Business
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
Understanding Brand Authenticity In Specialized Communities: An Interpretive Qualitative Study Of The Brit Iron Rebels Las Vegas Clan, Sullivan Charles
UNLV Theses, Dissertations, Professional Papers, and Capstones
Postmodern society is marked by a condition where traditional identity markers have degenerated in value. Without the spatial or temporal connection provided by traditional identity markers, individuals look to brands perceived to be authentic to aide in identity construction. Paradoxically, individualized identities need the interpretive support of other likeminded individuals in specialized communities to give legitimacy to constructed identities. These specialized communities often focus around a lifestyle or a brand. This research employed interpretive qualitative methodology to understand authenticity. Semistructured depth interviews were conducted with members of the Brit Iron Rebels Las Vegas Clan to understand the authenticity of Triumph …
The Role Of Self-Concept In Consumer Behavior, Marisa Toth
The Role Of Self-Concept In Consumer Behavior, Marisa Toth
UNLV Theses, Dissertations, Professional Papers, and Capstones
Understanding the influences underlying consumption has become an increasingly important goal for marketers. This study examined the role of self-concept in consumer behavior, specifically product evaluation. The influences of various dimensions of the self-concept are examined in regard to four product dimensions: public luxury, public necessity, private luxury, and private necessity. Differences due to variations in individual levels of self-monitoring are also measured. Overall, results showed that the more conspicuous a product is (higher on luxury/public dimensions) the greater the relationship between evaluation and ideal self-images (ideal self and ideal social self) for both high and low self-monitors.