Sharing is a phenomenon as old as humankind, while collaborative consumption and the “sharing economy” are phenomena born of the Internet age. This paper compares sharing and collaborative consumption and finds that both are growing in popularity today. Examples are given and an assessment...

Using qualitative research methods this article explores the relationship between the point-of-purchase brand rhetoric and the consumers' reading of the poetry of packaging. The findings emphasize the myth-making function of commercial storytelling, identify the consumer as co-creator of...