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01057 am a22001213u 4500 |
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7933 |
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|a Nik Rahimah Nik Yacob,
|e author
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|a Gender-and ethnic-subcultural influences on product symbolism
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|b Penerbit Universiti Kebangsaan Malaysia,
|c 1991.
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|z Get fulltext
|u http://journalarticle.ukm.my/7933/1/754-1439-1-SM.pdf
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|a Interest In the sociological aspects of consumption has spurred a number of marketing researchers to examine more closely the phenomenon of product symbolism. This study attempts to understand the determinants of product symbolism by positing significant influences of ethnic and gender subcultures. In this study product symbolism refers to the conventional meaning of a product In theform of consumers' ascriptIOns of characteristIcs of a hypothellcal user or owner of the product. Survey results among a sample of males and females of Malay and Chinese ethnic groups in Malaysia indicate a significant gender-subcultural influence but an insignificant ethnic-subcultural influence.
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|a en
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