In marketing and consumer research, consumers have been increasingly theorised as producers. However, these theorisations do not take all facets of consumers’ productive role into account. This paper mobilises both post-Marxist economics and post-Maussian socio-economics to develop the concept...

The paper focuses on the role of consumption communities in the market process. Some communities appear integrated with the market and seem to share meanings, values, rules, and other institutional elements of market ideology. In other cases they assume critical positions, explicitly or not, and...

Consumers’ appraisals of brand-related stimuli originating from both marketer- and non- marketer-controlled sources of information may evoke negative emotional reactions toward certain brands. We derive a scale that includes six distinct brand-related negative emotions (anger, discontent,...

Theories on consumer-brand relationships have primarily developed through Western researchers’ contributions. This body of literature is therefore strongly influenced by the philosophical, ideological, and cultural values of Western cultures. There are few consumer research studies on Arab...

This special issue continues the critical engagement with the popular discourses of Prahalad’s value co-creation paradigm and Vargo and Lusch’s service-dominant logic of marketing. The intensity of the debate among marketing scholars over these two marketing and management concepts...

Consumers produce. Consumers (co)create. Consumers assign cultural and economic value to goods and services. Consumers collaborate with companies in developing new products. On the whole, both theory and practice seem to suggest that consumers are increasingly responsible for market value...

Il paper analizza il ruolo del marketing soprattutto nelle sue componenti più intangibili nelle strategie competitive delle medie imprese industriali italiane di successo. In particolare, si individuano le scelte di posizionamento di queste imprese e si esamina attraverso quali politiche di...