search query: @author Cova, B. / total: 27
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| Author: | Cova, B. |
| Title: | Community and consumption: Towards a definition of the "linking value" of products or services |
| Journal: | European Journal of Marketing
1997 : VOL. 31:3/4, p. 297-316 |
| Index terms: | CONSUMERS MARKETING PRODUCTS SERVICE INDUSTRIES SERVICE |
| Language: | eng |
| Abstract: | This article explores the phenomenon of community in postmodernity as it influences marketing and consumption. The consequences of postmodernity at the level of social links and communities are explored. An ethnosociological framework to understand the current confusion in consumption is derived. The framework is related to postmodern marketing conceptualizations and especially in societing or tribal marketing. Economic activity is analysed as an activity embedded in a societal context which encompasses and renders it possible at the same time. |
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