Reviving consumer-alienation in the discourse of consumers' negativity. (November 2019)

• Record Type: Journal Article
• Authors: Junaid, Muhammad; Hou, Fujun; Hussain, Khalid
• Is Part Of: International journal of market research. Volume 61:Number 6(2019)
• Page Start: 568
• Page End: 570
• Publication Date: 2019-11
• Subjects: brand love -- consumer wellbeing -- consumer-alienation -- customer engagement -- cynicism -- self-efficacy -- trust -- value co-destruction; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/1470785318814425
• Languages: English
• ISSNs: 1470-7853

Abstract

Consumer-alienation is a philosophically competent and efficacious concept capable of unfolding the domains of phenomena that can be disregarded simply at the cost of impoverishing the potentials of theoretical manifestation and explanation. Consumer-alienation is an impeded appropriation of consumer and brand; as a foundational concept, it serves not only as an analytic but as a descriptive and explanatory phenomenon, the key to understand rising consumer angst toward brand.