Select one specific value from your culturally constituted world (e.g., individuality, freedom, ambition, responsibility) and trace its
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Select one specific value from your culturally constituted world (e.g., individuality, freedom, ambition, responsibility) and trace its movement from society to consumer goods, all the way to consumers. Draw on McCracken’s framework for the mobility of cultural meaning. Identify marketing activities and elements of the fashion system that transfer your selected value to consumer products. Select various rituals that subsequently transfer this meaning to individual consumers.
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Related Book For
Consumer Behavior
ISBN: 9780538745406
1st Edition
Authors: Frank Kardes, Maria Cronley, Thomas Cline
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