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Tekijä: | Davies, A. Elliot, R. |
Otsikko: | The evolution of the empowered consumer |
Lehti: | European Journal of Marketing
2006 : VOL. 40:9/10, p.1106-1121 |
Asiasana: | brands retailing innovation consumer behaviour |
Kieli: | eng |
Tiivistelmä: | 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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