This Brand Saved My Life! a Phenomenological Approach to Brand Fanatics’ Lives
Fanaticism is a growing consumption phenomenon. It is commonly defined as a detrimental and destructive phenomenon in consumer research. This paper shows the existence of the constructive side of fanatical consumption. It highlights how consumer lives have been ‘saved’ thanks to the brand itself.
bernard cova and gregorio fuschillo (2013) ,"This Brand Saved My Life! a Phenomenological Approach to Brand Fanatics’ Lives", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 212-213.
bernard cova, euromed management marseille france
gregorio fuschillo, euromed management marseille france
E - European Advances in Consumer Research Volume 10 | 2013
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