An empirical investigation of product symbolism from an ethnic subcultural perspective
This study identifies and empirically assesses some determinants of product symbolism within and across two ethnic subcultures. A conceptual model with five causal antecedents of product symbolism was developed based on the theoretical perspectives on semiotics, symbolic interactionism, and informat...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
1994
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| Online Access: | http://journalarticle.ukm.my/7961/1/793-1516-1-SM.pdf http://journalarticle.ukm.my/7961/ http://ejournals.ukm.my/pengurusan/issue/view/202 |
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| Institution: | Universiti Kebangsaan Malaysia |
| Language: | English |