Brand Consumer Culture and the Self-Possessions of Brands
Keywords:
Consumer Culture, Brands, Gender Ideal ImagesAbstract
This academic article aims to elucidate the contemporary phenomenon of brand-consumer culture by employing the Self-Possession concept of brand consumptions. Today’s Consumer Culture, Brands plays as a significant role for people’s everyday life. When purchasing the product brands, consumers do not only consider its rational benefits. Instead, they tend to pay crucial considerations on the emotional benefits of why to buy this brand - the symbolic values of the brands. It mirrors the symbolic brands as the self-identification when consumers consume or possess such product brands. It reflects the symbolic meaning of which kinds of people you are. For example, one buys such brands because its brand portrays supporting the LGBT people or respecting the diversities of genders. This signifies that such people who buy those brands are young generations, reflecting that they support gender equality.
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Journal of Journal of Mass Communicaiton Technology, RMUTP is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. (CC BY-Nc-ND 4.0) licence, unless otherwise stated. Please read our Pollicies page for more information on Open Access, copyright and permissions.
