Abstract
dc:description.abstractThe basic purpose of this study was to discover through the use of a projective technique whether the brand purchased by a consumer affects others' perceptions of her image. Several theoretical concepts formed the basis for this study. An understanding of the theory behind symbols was needed in order to understand the way in which products and brands can become symbols for consumers. Product and self-image theories help to explain the relationship between the two images and how congruency between the two can affect consumers' perceptions. The concept of culture was introduced as an added variable in order to discern if culture has an effect upon self-image and/or the perception of product/brand images.
Degree
thesis:*- Name thesis:degree_name
- Master of Science
- Level thesis:degree_level
- masters
- Discipline thesis:degree_discipline
- Business Administration
- Department dc:contributor.department
- Business Administration
- Grantor dc:publisher
- Virginia Polytechnic Institute and State University
- Year dc:date.issued
- 1985
Author and committee
dc:creator, dc:contributor.*- Author dc:creator
-
- Hatter, Sandra L.
Rights
dc:rights- Statement dc:rights
-
- In Copyright
- Licence dc:rights.uri
- Language dc:language.iso
- en
Identifiers
dc:identifier.*- Handle dc:identifier.uri
- http://hdl.handle.net/10919/53715
- OAI identifier oai:identifier
- oai:vtechworks.lib.vt.edu:10919/53715