Extending Holt's (1995) Typology of Consumption to Examine The Marketing Domain in Experiential Consumption
Andrews, Lynda M. & Drennan, Judy (2007) Extending Holt's (1995) Typology of Consumption to Examine The Marketing Domain in Experiential Consumption. In 2007 Australia And New Zealand Marketing Academy Conference (ANZMAC), 3-5 December 2007, Dunedin, New Zealand.
The study reported in this paper examines how consumers contextualise mobile marketing (m-marketing) as part of their everyday experiential consumption practices with their mobile phones. Based on Holt's (1995) four metaphors of consumption, the findings in this study suggest that this typology can be extended to include a fifth dimension. This extension permits research into people's everyday experiential consumption practices that includes the marketing domain.
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|Item Type:||Conference Paper|
|Additional Information:||The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
|Copyright Owner:||Copyright 2007 (please consult author)|
|Deposited On:||25 Aug 2008|
|Last Modified:||29 Feb 2012 13:32|
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