Aroean, Lukman (2010) Product Symbolism and Well being: Exploring the metaphorical meanings of mobile for young people. In: Academy of Marketing, 2010-07-06 - 2010-07-08, Coventry University.
Full text not available from this repository. (Request a copy)Abstract
For three decades in the marketplace, mobile phone has played a significant role to society. With a sample of university students and young people, the paper investigated symbolic meanings of possession and use of mobile pertaining to social, psychological and well-being domains. Employing the ZMET method, the study revealed the thematic symbolism of cultural, social, and psychological and well-being realms of young mobile consumer. The symbolic themes may serve as a basis for mobile marketing strategy and for the advancement of mobile consumer research.
Item Type: | Conference or Workshop Item (Paper) |
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Faculty \ School: | Faculty of Social Sciences > Norwich Business School |
UEA Research Groups: | Faculty of Social Sciences > Research Groups > Marketing |
Depositing User: | LivePure Connector |
Date Deposited: | 27 Nov 2019 01:23 |
Last Modified: | 07 Jul 2021 23:43 |
URI: | https://ueaeprints.uea.ac.uk/id/eprint/73016 |
DOI: |
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