Internationally mobile students and their brands. Insights from diaries

Risultato della ricerca: Contributo in rivistaArticolo in rivistapeer review

Abstract

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes. This qualitative research elicits the spontaneous and intimate reconstruction of young consumer-brand relationship dynamics in conditions of mobility by means of digital diaries. Evidence highlights the interactive and eudaimonic properties that young consumers attribute to branded objects for the support they provide in the fulfilment of their day-to-day activities and in the achievement of the challenges connected to the construction of their life project as mobile individuals.
Lingua originaleEnglish
pagine (da-a)449-469
Numero di pagine21
RivistaInternational Journal of Market Research
Volume59
DOI
Stato di pubblicazionePubblicato - 2017

Keywords

  • consumer diaries
  • consumer-brand relationships
  • consumption in mobility
  • internationally mobile students
  • liquid possession
  • young consumers

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