An empirical investigation of product symbolism from an ethnic subcultural perspective

• Main Authors: Nik Rahimah Nik Yacob,, James E Nelson,
• Format: Article
• Language: English
• Published: Penerbit Universiti Kebangsaan Malaysia 1994
• Online Access: http://journalarticle.ukm.my/7961/1/793-1516-1-SM.pdf; http://journalarticle.ukm.my/7961/; http://ejournals.ukm.my/pengurusan/issue/view/202

This study identifies and empirically assesses some determinants of product symbolism within and across two ethnic subcultures. A conceptual model with five causal antecedents of product symbolism was developed based on the theoretical perspectives on semiotics, symbolic interactionism, and informat...