on cultural meanings.
on image for a synopsis.
Not all cultural meanings are created equal.
Cultural meanings are fluid and constantly in motion.
Cultural meanings are constructed by people within a social group to build a sense of belonging.
Consumers select products as a way to acquire cultural meanings and establish self-identities.
Cultural meanings are not equally defined from one group to another.
Group members in individualistic societies transfer meaning onto products to find self-realization.
Group members in collective societies transfer meaning onto products to build relationships with brands.
Cultural meanings in consumers are transferred to physical environments through people's social behavior.
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