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Jon Bertilsson. Photo.

Jon Bertilsson

Senior lecturer

Jon Bertilsson. Photo.

Brand Movement

Author

  • Jon Bertilsson
  • Andrea Lucarelli
  • Gregorio Fuschillo

Summary, in English

The paper conceptualizes, via the notion of brand movement, the process in which consumers-citizens turn to brands to deal with political frustrations and in which brands have the power to channel, coordinate, and mobilize these consumers.

Department/s

  • Marketing

Publishing year

2018

Language

English

Pages

692-693

Document type

Conference paper: abstract

Topic

  • Business Administration

Keywords

  • Brand movement
  • Consumer-citizens
  • Poltical frustration

Status

Published