Szmigin, Isabelle T.; O'Loughlin, Deirdre Mary; … - In: European Journal of Marketing 54 (2020) 8, pp. 1883-1907
Purpose: In the context of European consumers’ experiences of austerity, this study aims to advance current resilience theory in marketing through developing persistent resilience from a context of austerity influenced consumption. Design/methodology/approach: Following an interpretivist...