The role of support mechanisms in the process of identity transition of HIV-positive people

Tsarenko, Yelena and Polonsky, Michael Jay 2010, The role of support mechanisms in the process of identity transition of HIV-positive people, in AMA 2010 : Enhancing Knowledge Development in Marketing : proceedings of the 2010 American Marketing Association Summer Educators Conference. Vol.21, American Marketing Association, Chicago, Ill., pp. 530-537.

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Title The role of support mechanisms in the process of identity transition of HIV-positive people
Author(s) Tsarenko, Yelena
Polonsky, Michael Jay
Conference name American Marketing Association Summer Educators. Conference (2010 : Boston, Mass.)
Conference location Boston, Mass.
Conference dates 13-16 Aug. 2010
Title of proceedings AMA 2010 : Enhancing Knowledge Development in Marketing : proceedings of the 2010 American Marketing Association Summer Educators Conference. Vol.21
Editor(s) Iyer, Easwar
Coulter, Robin
Publication date 2010
Conference series American Marketing Association Summer Educators Conference
Start page 530
End page 537
Total pages 8
Publisher American Marketing Association
Place of publication Chicago, Ill.
Summary This study examines identity transit ion in HIV-positive people through their engagement with various support mechanisms. The findings demonstrate that identity transition is the result or how consumers rework, negotiate and transform their roles, actions, and cultural meanings through their consumption of sporting mechanisms.
ISSN 0888-1839
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category E1 Full written paper - refereed
HERDC collection year 2010
Copyright notice ©2010, American Marketing Association
Persistent URL http://hdl.handle.net/10536/DRO/DU:30030397

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