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| Author: | Davies, A. Elliot, R. |
| Title: | The evolution of the empowered consumer |
| Journal: | European Journal of Marketing
2006 : VOL. 40:9/10, p.1106-1121 |
| Index terms: | brands retailing innovation consumer behaviour |
| Language: | eng |
| Abstract: | The purpose of this study is to examine the evolution of the empowered consumer and brand consciousness from 1918 to 1965 as a critical oral testimony analysis of mass consumer culture in Britain. The findings indicate that women locate increased choice and responsibility within changing marketing and retailing systems (including self-service, branding and the media). Furthermore, increased choice and responsibility was often experienced (at least initially) as challenging or confusing. |
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