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.


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.


Robert Arias, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 44 | 2016

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