Literature and the Narrative Self
โ Scribed by Vice, Samantha
- Book ID
- 105736754
- Tongue
- English
- Weight
- 397 KB
- Category
- Fiction
No coin nor oath required. For personal study only.
๐ SIMILAR VOLUMES
## Abstract This study investigates how consumers use brands to construct their self. Focusing on the consumer's experience of brands, the study interprets consumer narratives on how brand consumption contributes to the construction of the self. The findings demonstrate that consumers use brands in
Starting from the metaphor of the person as a motivated storyteller, a theory of meaning construction and reconstruction is presented. Two motives are assumed to be particularly influential in the process of meaning construction: The striving for self-enhancement and the longing for contact and unio