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Reclaiming the witch: Processes and heroic outcomes of consumer mythopoesis
Marketing Theory ( IF 3.476 ) Pub Date : 2022-08-28 , DOI: 10.1177/14705931221124044 Maria Carolina Zanette 1 , Diego Rinallo 2 , Laetitia Mimoun 3
Marketing Theory ( IF 3.476 ) Pub Date : 2022-08-28 , DOI: 10.1177/14705931221124044 Maria Carolina Zanette 1 , Diego Rinallo 2 , Laetitia Mimoun 3
Affiliation
Although previous research has investigated consumer mythopoesis (consumers’ identity work using marketplace myths), little is known about its enactment involving ambiguous myths. Here, we investig...
中文翻译:
夺回女巫:消费者神话的过程和英雄结局
尽管先前的研究已经调查了消费者神话(消费者的身份工作使用市场神话),但对其涉及模棱两可的神话的制定知之甚少。在这里,我们调查...
更新日期:2022-08-28
中文翻译:
夺回女巫:消费者神话的过程和英雄结局
尽管先前的研究已经调查了消费者神话(消费者的身份工作使用市场神话),但对其涉及模棱两可的神话的制定知之甚少。在这里,我们调查...