We all know that buying a car is an act of consumption under constraint. It is subjected to a\r\nprocess of identical co-construction joining a socioeconomic context in perpetual\r\ntransformation. This looks a little bit hard to understand! But the semiotic analysis of 28\r\ninterviews realized with the Tunisian executives, between 30 and 35 years old, about the brand\r\nof their personal cars, will simplify it by revealing us the values of consumption, the underlying\r\nsigns in the various brands, the process of identical construction which joins to it and the\r\nimplications that can appear on the consumer and the contemporary marketer there.
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