On market forces and adjustments: Acknowledging consumer creativity through the aesthetics of 'debadging'

Journal of Marketing Management

Volumn 26, Issue 5-6, 2010, Pages 428-440

  Hewer, Paul ^a   Brownlie, Douglas ^b  

^a UNIVERSITY OF STRATHCLYDE   (United Kingdom)

^b UNIVERSITY OF STIRLING   (United Kingdom)

Author keywords

Aesthetics; Consumer creativity; Consumer resistance; Debadging; Debranding rituals

Indexed keywords

EID: 79955946023     PISSN: 0267257X     EISSN: 14721376     Source Type: Journal    
DOI: 10.1080/02672570903458730     Document Type: Article

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