Considers the concept of symbolic interactionism within the context of consumer behaviour. Examines the implications for market strategy through segmentation variables, consumer and group characteristics, and general exemplary concepts. Surmises that marketers can create a product′s symbolic image, and should manage that image through a clear and consistent marketing program.
Leigh, J.H. and Gabel, T.G. (1992), "Symbolic Interactionism: Its Effects on Consumer Behavior and Implications for Marketing Strategy", Journal of Consumer Marketing, Vol. 9 No. 1, pp. 27-38. https://doi.org/10.1108/EUM0000000002594Download as .RIS
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