Customizing or conforming ? : Exploring cross-cultural differences in consumers' use of brands to signal self-identities and their implications for self-brand connections and product customization / Ann Kristin Rhode

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Customizing or conforming ? : Exploring cross-cultural differences in consumers' use of brands to signal self-identities and their implications for self-brand connections and product customization / Ann Kristin Rhode

Study and report

RHODE, Ann Kristin. Author

Published by ESCP Business School ; Université Paris 1 - Panthéon Sorbonne - 2018

Library: Paris Champerret

Source: Syracuse

Search memory: Thèse de doctorat : Sciences de gestion : Paris, ESCP Europe - Paris 1 Panthéon Sorbonne : 2018

Item type

Study and report

Dissertation

PHD Doctoral Program

Language

English

Publication date: 2018

Contributors: Voyer, Benjamin - Professeur à ESCP Business School

The focus of the present research is laid on fashion products of both luxury brands and high street brands. In line with the tradition of cultural psychology, this thesis draws on the assumption that cultural variations in self-construal and in self-other relationships lead to differences in consumer behavior. Cross-cultural differences between an East Asian collectivistic culture (South Korea) and a Western individualistic culture (Germany) are investigated.

Customizing or conforming ? : Exploring cross-cultural differences in consumers' use of brands to signal self-identities and their implications for self-brand connections and product customization / Ann Kristin Rhode

Source: Syracuse

Berlin

London

Madrid

Paris Montparnasse

Paris Champerret

Turin