January 1992
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7 Reads
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25 Citations
Advances in consumer research. Association for Consumer Research (U.S.)
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January 1992
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7 Reads
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25 Citations
Advances in consumer research. Association for Consumer Research (U.S.)
... Source: (Wunderman, 2019) Furthermore, individuals consume products and brands to take advantage of symbolic properties as well as functional benefits (Hyatt, 1992). The consumer chooses products and brands to cultivate and preserve their identity or related to their personality traits, and some goods are capable of serving the consumer in this sense, as they have a symbolic value. ...
January 1992
Advances in consumer research. Association for Consumer Research (U.S.)