Relational Narratives of the Self
β Scribed by Mona DeKoven Fishbane
- Book ID
- 109233736
- Publisher
- John Wiley and Sons
- Year
- 2001
- Tongue
- English
- Weight
- 181 KB
- Volume
- 40
- Category
- Article
- ISSN
- 0014-7370
No coin nor oath required. For personal study only.
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## 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