Aroean, L., 2010. Product symbolism and well being: Exploring the metaphorical meanings of mobile for young people. In: Academy of Marketing 2010 Conference, 6-8 July 2010, Coventry University Business School, England. (Unpublished)
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Official URL: http://www.academyofmarketing.org/conference_2010/...
For three decades in the market place, mobile phone has played a significant role to society. With a sample of university students and young people, the paper investigated symbolic meanings of possession and use of mobile pertaining to social, psychological and well-being domains. Employing the ZMET method, the study revealed the thematic symbolism of cultural, social, and psychological and well-being realms of young mobile consumer. The symbolic themes may serve as a basis for mobile marketing strategy and for the advancement of mobile consumer research.
|Item Type:||Conference or Workshop Item (Paper)|
|Uncontrolled Keywords:||Product Symbolism Mobile phone Well-being Social aspect Psychological aspect ZMET|
|Subjects:||Technology > Business, Management and Marketing|
|Group:||Business School > Centre for Research in Management|
|Deposited By:||Dr. Lukman Aroean|
|Deposited On:||23 Jan 2012 14:55|
|Last Modified:||07 Mar 2013 15:52|
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