Cultural Meanings and Consumers’ Discourses about Their Brand Abandonment
Although we know a lot about how brand meanings are created and perpetuated in relation to and through cultural discourses, remarkably little work has been done in the marketing field to develop a better comprehension as to how brand meanings are enacted through distancing behaviors, such as brand...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD)
2018-03-01
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| Series: | BAR: Brazilian Administration Review |
| Subjects: | |
| Online Access: | http://www.scielo.br/pdf/bar/v15n1/1807-7692-bar-15-01-e170061.pdf |