期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2015
卷号：4
期号：10
页码：1
出版社：Sohar University, Oman and American University of Kuwait
摘要：This paper examines the consumer culture and consumer identity. Theoretical books andarticles from academic journals were used as secondary sources of data for this study.Subsequently, the paper reveals consumer culture as a broader category that gives a label (anidentity) to individual consumers who tend to purchase goods and services according to howtheir culture and identity dictate. And the marketer’s ability to understand consumers fromtheir cultural and perspectives identity needs a desires to help them produce products thatwould meet consumer culture and identity meanings. It is proposed in this paper that anempirical method could be adopted by researchers to further look at this phenomenon to giveinsightful knowledge about how consumer culture and identity could dictate which products acompany should offer to the targeted market.
