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 The Dual Nature of Ethnic Identity. Its Impact on Product Evaluations
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The Dual Nature of Ethnic Identity. Its Impact on Product Evaluations

автор Sangeeta S. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 156        мягкая обложка       
Аннотация:This dissertation proposes ethnic identity to be composed of at least two dimensions, one corresponding to the identification with the ethnic group and the other to that with the majority group. The implications of these findings for marketing practitioners and researchers are discussed. Ethnic identity has been treated as a unidimensional construct with ethnic and majority group identifications on opposite ends of the continuum. The differential saliency of the two dimensions are explained not only by the cultural orientation of the consumption situation but also that of the product being consumed. The dual nature of ethnic identity suggests that it is possible for an individual with such an identity to have the two components differentially salient in different circumstances. An empirical study employing a sample of Asian Indians residing in the United States is conducted to establish the dual structure of ethnic identity and is then used for explaining the variability in consumers’ product evaluations under different consumption situations. Such a conceptualization implies that identification with one of the groups is necessarily accompanied by the rejection of the other.
Автор: Sangeeta S.
Издательство: Книга по Требованию
Год:2009
Цена:
2402 руб
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Поиск: The Dual Nature of Ethnic Identity. Its Impact on Product Evaluations


ДОСТИГ ЦЕЛИ, А СЧАСТЬЕ НЕ НАСТУПИЛО?


Товарная экспертиза горных лыж

I er al VAS, Dual VAS - системы виброгашения из вязко-эластичного пластика. Free VAS состоит из двух взаимосвязанных систем в передней и задней части лыжи. Salomo (Франция)Mo ocoque - несущая конструкция корпуса в виде П-образной крышки, увеличивающая торсионную жесткость и позволяющая использовать облегченные сердечники. Proli k - система с динамической жесткостью. Вмонтированные сверху в переднюю и заднюю части лыжи продольные стержни меняют упругость в зависимости от приложенного усилия: при плавно возрастающей нагрузке остаются "мягкими", а при резкой - "упираются", делая лыжу жестче. Pilo - объединение лыжи и крепления Salomo S710, S810, S912, S914. Крепление установлено с помощью двух поперечных осей и не мешает прогибу лыжи. Fil eri g Pla form - встроенная демпфирующая платформа. ТРР - защитное полиамидное покрытие корпуса. SRB-W - продольная насечка на скользящей поверхности, улучшающая скольжение.Лыжа с интегрированным креплениемVolkl (Marker- ec ica-Volkl, Германия)E ergY - деревянный перфорированный сердечник в титаналовой оболочке.
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