search query: @indexterm Marketing theory / total: 244
reference: 15 / 244
| Author: | Denegri-Knott, J. Zwick, D. Schroeder, J. E. |
| Title: | Mapping consumer power: an integrative framework for marketing and consumer research |
| Journal: | European Journal of Marketing
2006 : VOL. 40:9/10, p.950-971 |
| Index terms: | consumer behaviour purchasing power marketing theory |
| Language: | eng |
| Abstract: | This paper aims at integrating current research on consumer empowerment with highly influential theories of power. A synthetic review focuses on three perspectives of consumer power: consumer sovereignty, cultural power and discursive power, drawing from sociological, philosophic and economic literature. |
SCIMA