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What is Symbolic Value Creation about?
The document discusses the concept of symbolic value creation, emphasizing that consumers increasingly purchase goods for their cultural meanings and the identities they express rather than just for their functional benefits. It highlights the importance of firms understanding and embedding cultural meanings into their products to create symbolic value, which can influence consumer perceptions and purchasing behavior. The authors argue that strategy research needs to address this shift towards symbolic cons
- Author
- gaete
- Language
- EN