Transfer analysis of the theory of consumption for a sense of belonging

Project: Research

Project Details


Part of the success of brands lies in the relationships they establish with their consumers and future customers. Deepening the understanding of how people relate and use the brand is relevant to this process. At the same time, the social need to be accepted and experience a sense of belonging is important for everyone. This research will seek to identify whether the theoretical proposal that explains consumption as a conduit for belonging, prepared by Arias and Otnes, is confirmed and is transferable to the experience of this practice of consumption among young Lima. Data collection will be carried out through semi-structured in-depth interviews aimed at young university students of the University of Lima.
Effective start/end date1/04/1931/03/20


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