Brand Movement

The paper conceptualizes, via the notion of brand movement, the process in which consumers-citizens turn to brands to deal with political frustrations and in which brands have the power to channel, coordinate, and mobilize these consumers



Citation:

Andrea Lucarelli, Gregorio Fuschillo, and Jon Bertilsson (2018) ,"Brand Movement", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 692-693.

Authors

Andrea Lucarelli, Lund University
Gregorio Fuschillo, Kedge Business School
Jon Bertilsson, Lund University



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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