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ArticleThe rejection of brand hegemony

Michael Thomas Ewing2008

Article2008

The rejection of brand hegemony

Michael Thomas Ewing

105 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Open Source Software Innovations

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References

1998Basics of qualitative research : techniques and procedures for developing grounded theory 1992Basics of Qualitative Research: Grounded Theory Procedures and Techniques.2003Evolving to a New Dominant Logic for Marketing 2015Selections from the prison notebooks of Antonio Gramsci 2001Brand Community 2002The Field behind the Screen: Using Netnography for Marketing Research in Online Communities 1994Analysis and Interpretation of Qualitative Data in Consumer Research 2002Building Brand Community

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2010Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches 2010What motivates consumers to participate in boycotts: Lessons from the ongoing Canadian seafood boycott 2014The role of social network websites in the consumer–brand relationship 2012On the road to prosumption: marketing discourse and the development of consumer competencies 2019Customer deviance: A framework, prevention strategies, and opportunities for future research

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Year2008

Typearticle

Published2008-03-11

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations105

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2008.01.029

openalex_workW2020360347

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2019

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