Examining the Co-Construction of Belonging Between Consumers and Service Providers
This research examines how consumers’ sense of belonging (SB) develops within a consumption community supported by firms. The researcher conducted interviews with both consumers and service providers. The aim of the paper is to develop a theoretical framework explicating how consumers’ SB experiences are co-constructed by themselves and marketing agents.
Citation:
Robert Arias (2016) ,"Examining the Co-Construction of Belonging Between Consumers and Service Providers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 718-718.
Authors
Robert Arias, University of Illinois at Urbana-Champaign, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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