The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.
| Identifer | oai:union.ndltd.org:unt.edu/info:ark/67531/metadc330931 |
| Date | 05 1900 |
| Creators | Hildebrand, Peggy Shields |
| Contributors | Coe, Barbara J., Starling, Jack, Benson, Leonard G. |
| Publisher | North Texas State University |
| Source Sets | University of North Texas |
| Language | English |
| Detected Language | English |
| Type | Thesis or Dissertation |
| Format | vi, 143 leaves, Text |
| Rights | Public, Hildebrand, Peggy Shields, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved. |
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