Prosumers who home brew: a study of motivations and outcomes

Autor:	Wendy Ritz, Shaun McQuitty, Marco Wolf
Rok vydání:	2020
Předmět:	Marketing 0502 economics and business 05 social sciences 050211 marketing Context (language use) Business 050203 business & management
Zdroj:	Journal of Marketing Theory and Practice. 28:541-552
ISSN:	1944-7175 1069-6679
DOI:	10.1080/10696679.2020.1801321
Popis:	Prosumers are people who produce and consume their own products. We study prosumers in the context of home brewers and investigate their motivations for producing products for themselves and the be...
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::5907dd13c263eb00456343a71b2c5b9d https://doi.org/10.1080/10696679.2020.1801321 Zobrazit plný text záznamu Plný text ve formátu PDF