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.
Leigh, J.H. and Gabel, T.G. (1992), "Symbolic Interactionism: Its Effects on Consumer Behaviour and Implications for Marketing Strategy", Journal of Services Marketing, Vol. 6 No. 3, pp. 5-16. https://doi.org/10.1108/08876049210035881
MCB UP Ltd
Copyright © 1992, MCB UP Limited