Market-resistance and Valentine's Day events

被引：42

作者：

Close, Angeline G. ^{[1
]}

Zinkhan, George M. ^{[2
]}

机构：

[1] Univ Nevada, Las Vegas, NV 89154 USA

[2] Univ Georgia, Terry Coll Business, Athens, GA 30602 USA

来源：

JOURNAL OF BUSINESS RESEARCH | 2009年 / 62卷 / 02期

关键词：

Alternative consumption; Anti-consumption; Consumer creation; Holiday marketing; Event marketing; Gift exchange; Market-resistance; CONSUMER RESEARCH; PERSPECTIVE; EXCHANGE; GIFT;

D O I：

10.1016/j.jbusres.2008.01.027

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Extending resistance theories, this article examines multi-method data spanning over seven years of events related to a holiday market. in the context of Valentine's Day, the authors present findings and develop knowledge on anti-consumption and alternative consumption. Specifically, this article introduces the recurring events of gift-resistance, retail-resistance, and market-resistance. Such consumer resistance often coexists with movements towards individualism and creation of more unique alternative consumption traditions. Published by Elsevier Inc.

引用

页码：200 / 207

页数：8

共 27 条

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[Anonymous], INTERPRETATIVE CONSU

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