You are what you buy?

dc.contributor.authorHatter, Sandra L.en
dc.contributor.departmentBusiness Administrationen
dc.date.accessioned2015-06-26T20:54:00Zen
dc.date.available2015-06-26T20:54:00Zen
dc.date.issued1985en
dc.description.abstractThe basic purpose of this study was to discover through the use of a projective technique whether the brand purchased by a consumer affects others' perceptions of her image. Several theoretical concepts formed the basis for this study. An understanding of the theory behind symbols was needed in order to understand the way in which products and brands can become symbols for consumers. Product and self-image theories help to explain the relationship between the two images and how congruency between the two can affect consumers' perceptions. The concept of culture was introduced as an added variable in order to discern if culture has an effect upon self-image and/or the perception of product/brand images.en
dc.description.degreeMaster of Scienceen
dc.format.extentix, 100 leaves ;en
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttp://hdl.handle.net/10919/53715en
dc.language.isoen_USen
dc.publisherVirginia Polytechnic Institute and State Universityen
dc.relation.isformatofOCLC# 13041560en
dc.rightsIn Copyrighten
dc.rights.urihttp://rightsstatements.org/vocab/InC/1.0/en
dc.subject.lccLD5655.V855 1985.H377en
dc.subject.lcshConsumers -- Attitudesen
dc.subject.lcshConsumers' preferencesen
dc.titleYou are what you buy?en
dc.typeThesisen
dc.type.dcmitypeTexten
thesis.degree.disciplineBusiness Administrationen
thesis.degree.grantorVirginia Polytechnic Institute and State Universityen
thesis.degree.levelmastersen
thesis.degree.nameMaster of Scienceen
Files
Original bundle
Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
LD5655.V855_1985.H377.pdf
Size:
3.17 MB
Format:
Adobe Portable Document Format
Collections