• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of the Academy of Marketing Science >Cultural experiential goal pursuit, cultural brand engagement and culturally authentic experiences: sojourners in America
【24h】

Cultural experiential goal pursuit, cultural brand engagement and culturally authentic experiences: sojourners in America

机译：文化体验追求，文化品牌参与和文化真实体验：美国Sojourners

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Our research uses an interpretive approach to explore the consumer journeys of sojourners, temporary residents of a new country, with attention to cultural experiential goal pursuit and cultural brand engagement. Depth interviews with students from nine countries studying in America document that home country access to American popular culture impacts cultural experiential goals; the temporary nature of sojourners' stay engenders instrumental brand use (vs. brand attachment); and cultural brand engagement relies on indexical/iconic brand meanings inextricably tied to the desired cultural experience. Three cultural experiential goals and their brand engagement emerge: the "imagined American" cultural experience is grounded in American myths and stereotypes and iconic brand meanings; the "unique Americana" experience is grounded in Americana symbolism and indexical brand meanings with American symbolism; and the "life like the locals" experience is grounded in observed realities in America and indexical brand meanings. We discuss theoretical and managerial implications related to our findings.
机译：我们的研究采用了一种解释性的方法来探讨Sojourners，新国临时居民的消费者旅程，并注意文化体验追求和文化品牌参与。与美国学习的九个国家的学生进行深入访谈，其中祖国获取美国流行文化影响文化体验目标; Sojourners逗留的临时性质参与了乐器品牌使用（与品牌附件）;文化品牌参与依赖于索引/标志性的品牌意义，不可分割地与所需的文化体验相关联。三个文化体验目标及其品牌订婚出现：“想象的美国”文化经验是在美国神话和刻板印象和标志性品牌含义的基础上; “独特的美国人”经验是在美国象征主义和符合美国象征主义的象征主义和分籍品牌含义的基础上;而“当地人的生活”经验基于观察到的美国和分籍品牌含义的现实。我们讨论了与我们的研究结果相关的理论和管理的影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号