Cultural Meanings and Consumers’ Discourses about Their Brand Abandonment

Although we know a lot about how brand meanings are created and perpetuated in relation to and through cultural discourses, remarkably little work has been done in the marketing field to develop a better comprehension as to how brand meanings are enacted through distancing behaviors, such as brand...

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Bibliographic Details
Main Authors: Filipe Diniz, Maribel Carvalho Suarez
Format: Article
Language:English
Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2018-03-01
Series:BAR: Brazilian Administration Review
Subjects:
Online Access:http://www.scielo.br/pdf/bar/v15n1/1807-7692-bar-15-01-e170061.pdf