| Title |
Vartotojų globalios-lokalios tapatybės raiškos bei pasirenkamų globalių ir lokalių prekių ženklų ryšys |
| Translation of Title |
The Relation between the Expression of the Consumers' Global-Local Identity and Selective Global and National Brands. |
| Authors |
Kačinauskaitė, Kristina |
| Full Text |
|
| Pages |
79 |
| Keywords [eng] |
Consumers ; identity ; marketing |
| Abstract [eng] |
In today's postmodern world identity switches from the static construct to a dynamic, redevelop able, and user chosen identity. Many authors that investigated the identity in the marketing context note that in modern consumption environment the expression of identity is realized through material objects. Previous studies suggest that the consumers' global-local identity has a clear relation with their selection of local and global brands. The problem of the research - the Lithuanian consumers' choice of global and local brands to express their global-local identity. The object of this research - the bond between the global-local consumer identity and the choice of global and local brands. The main objective of the study is to analyze the link between global-local consumer identity and their selection of brands. There are three goals to achieve this objective: to introduce consumer identity and its types in the age of postmodernism and globalization; to analyze the impact on marketing of the expression of global-local identity through the selection of local and global brands; to investigate the bond between global-local identity and the selection of global and local brands. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2013 |
