If I don’t have it, is it still me?: an exploration into the relationship between access-based consumption and identity
| dc.contributor | Beatty, Sharon E. | |
| dc.contributor | Franke, George | |
| dc.contributor | Reynolds, Kristy E. | |
| dc.contributor | McDonald, Kristina L. | |
| dc.contributor.advisor | Baker, Thomas L. | |
| dc.contributor.author | Tariq, Ayesha | |
| dc.contributor.other | University of Alabama Tuscaloosa | |
| dc.date.accessioned | 2017-07-28T14:12:37Z | |
| dc.date.available | 2017-07-28T14:12:37Z | |
| dc.date.issued | 2017 | |
| dc.description | Electronic Thesis or Dissertation | en_US |
| dc.description.abstract | It has been well-recognized in Marketing literature that possessions serve as a visible representation of one’s identity. Similarly, tastes in music, books, and movies are also an outward signal of one’s identity. Both possessions and music taste serve as instruments of self-expression and group affiliation. The relationship between products, consumption, and identity has always been researched with the focus on material objects owned by the consumer. However, recent years have seen a marked change in consumption practices involving both the mode of consumption and the form in which products are consumed. Access-based consumption, or consumption without ownership, is rapidly overtaking purchase as a popular mode of consumption. Additionally, technological developments in the 21st century have led to the existence of books, music, movies, even personal memorabilia, in a digital, dematerialized form. The availability of services provided by firms such as Spotify, Pandora, or Netflix, compounds the issue as they provide content which exists in a digital form and can only be consumed in an access-based format. Set in the context of consumption of access-based music providing services such as Spotify or Pandora, this dissertation serves two main objectives. First, we explore the drivers of consumers’ attitude towards non-ownership/access-based consumption of non-material/digital content by identifying consumer characteristics that lead to a positive attitude towards access-based consumption of digital music. Secondly, we aim to investigate the role of identity forming aspects of such consumption in the relationship between consumers’ characteristics, their attitude towards access-based consumption, and social and market implications of these relationships as evidenced by consumers’ post-purchase reactions towards these services and their intent to continue using these services. Using social identity theory (SIT) as a background, we use both qualitative data and empirical analysis to conduct this research. | en_US |
| dc.format.extent | 129 p. | |
| dc.format.medium | electronic | |
| dc.format.mimetype | application/pdf | |
| dc.identifier.other | u0015_0000001_0002657 | |
| dc.identifier.other | Tariq_alatus_0004D_12984 | |
| dc.identifier.uri | http://ir.ua.edu/handle/123456789/3253 | |
| dc.language | English | |
| dc.language.iso | en_US | |
| dc.publisher | University of Alabama Libraries | |
| dc.relation.hasversion | born digital | |
| dc.relation.ispartof | The University of Alabama Electronic Theses and Dissertations | |
| dc.relation.ispartof | The University of Alabama Libraries Digital Collections | |
| dc.rights | All rights reserved by the author unless otherwise indicated. | en_US |
| dc.subject | Marketing | |
| dc.title | If I don’t have it, is it still me?: an exploration into the relationship between access-based consumption and identity | en_US |
| dc.type | thesis | |
| dc.type | text | |
| etdms.degree.department | University of Alabama. Department of Management and Marketing | |
| etdms.degree.discipline | Marketing | |
| etdms.degree.grantor | The University of Alabama | |
| etdms.degree.level | doctoral | |
| etdms.degree.name | Ph.D. |
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