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Based on phenomenological interviews with consumers who voluntarily engaged in the process of dispossession, the study develops an emerging processual theory of identity, which emphasizes four main stages: sensitization, separation, socialization, and striving. Each phase corresponds to evolving...
Business‐to‐consumer relationships have been over‐conceptualised, but poorly understood in terms of the social factors that motivate or inhibit the development of such relationships. This paper seeks to integrate three streams of literature, buyer‐seller relationships, social relationships, and...
The theoretical contribution of this article lies in the domain of marketplace mythology. By examining stories printed on the food packages that make use of a popular claim of naturalness, we offer a conceptual framework showing how corporations attempt to graft new myths onto old archetypes. We...
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