Zobrazeno 1 - 10
of 204
pro vyhledávání: '"Bernard Cova"'
Publikováno v:
Marketing Theory. 23:267-273
This article introduces the special section, “Tribal Marketing After Covid: Consuming Together in an Age of Social Distance.” The authors trace the history of tribal marketing theory up until the present, ‘post-Covid' era, outlining each wave a
Autor:
Franck Barès, Bernard Cova
Publikováno v:
Recherche et Applications en Marketing (English Edition). 38:11-36
Consumers become activists whenever they organise themselves into off- or online movements launched to oppose corporate actions and/or foster consumption-based cultural change. Whereas, some readings of such movements focus on the way in which member
Autor:
Bernard Cova
Publikováno v:
Qualitative Market Research: An International Journal. 25:585-595
Purpose This paper aims to discuss the notion of displacement, which refers on the one hand to the displacement faced by a diaspora and on the other hand to the diaspora’s hijacking of brands from their home country. Design/methodology/approach Thi
Autor:
Franck Barès, Bernard Cova
Publikováno v:
Recherche et Applications en Marketing (French Edition). 38:14-39
Publikováno v:
Journal of Business Research. 145:649-659
Autor:
Bernard Cova
Publikováno v:
Revue Française de Gestion. 48:133-136
Autor:
Bernard Cova, Bernard Paranque
Publikováno v:
Journal of Product & Brand Management, 2016, Vol. 25, Issue 1, pp. 3-10.
Externí odkaz:
http://www.emeraldinsight.com/doi/10.1108/JPBM-12-2015-1058
Publikováno v:
European Journal of Marketing. 56:768-798
Purpose This paper aims to detail how consumers can harness the power of brands to reconstruct their lives. Design/methodology/approach The authors followed five brand devotees over several years, using various data collection methods (long interview
Autor:
Bernard Cova
Publikováno v:
Consumption Markets & Culture. 25:195-205
Autor:
Simone Guercini, Bernard Cova
Publikováno v:
Innovation. 24:522-551
This paper focuses on the dynamics at play between community members before, during, and after the launch of a new product by one of its members. While most of the literature on user innovation foc...