THE CREATION AND DIFFUSION OF GLOBAL CONSUMER CULTURE – A WAY TO INCREASE THE FIRM COMPETITIVENESS
Oana Jugarean ()
Additional contact information Oana Jugarean: Lucian Blaga University of Sibiu, Faculty of Economic Sciences
Authors registered in the RePEc Author Service: Stanciu Oana Alexandrina ()
This article considers how the culture in which we live creates the meaning of everyday products and how these meanings move through a society to consumers. The advertising and fashion industries help to transfer meanings by associating functional products with symbolic qualities such as sophistication or just plain cool. These goods, in turn, impart their meanings to consumers as they use these products to create and express their identities. It is evidently that one of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they mean.