Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes. This qualitative research elicits the spontaneous and intimate reconstruction of young consumer-brand relationship dynamics in conditions of mobility by means of digital diaries. Evidence highlights the interactive and eudaimonic properties that young consumers attribute to branded objects for the support they provide in the fulfilment of their day-to-day activities and in the achievement of the challenges connected to the construction of their life project as mobile individuals.
Biraghi, S., Internationally mobile students and their brands. Insights from diaries, <<INTERNATIONAL JOURNAL OF MARKET RESEARCH>>, 2017; 59 (4): 449-469. [doi:10.2501/IJMR-2017-010] [http://hdl.handle.net/10807/99714]
Internationally mobile students and their brands. Insights from diaries
Biraghi, SilviaPrimo
2017
Abstract
Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes. This qualitative research elicits the spontaneous and intimate reconstruction of young consumer-brand relationship dynamics in conditions of mobility by means of digital diaries. Evidence highlights the interactive and eudaimonic properties that young consumers attribute to branded objects for the support they provide in the fulfilment of their day-to-day activities and in the achievement of the challenges connected to the construction of their life project as mobile individuals.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.