dc.contributor.author | Karpinska-Krakowiak, Malgorzata | |
dc.date.accessioned | 2015-03-16T15:26:07Z | |
dc.date.available | 2015-03-16T15:26:07Z | |
dc.date.issued | 2014 | |
dc.identifier.issn | 1231 – 1413 | |
dc.identifier.uri | http://hdl.handle.net/11089/7340 | |
dc.description.abstract | There is an increasing interest in effective methods for building consumer involvement on a mass
scale. This paper offers an interdisciplinary theoretical framework for consumer involvement analysis and
forwards an anthropological approach to this issue. It uses categories of play and communitas to examine
cultural dynamics underlying consumer involvement. It summarizes and extends theoretical understanding
of the topic and provides numerous examples from contemporary marketplace such as Heineken Open’er
Festival and Volkswagen ‘Fun Theory’ initiative. Several research propositions are formulated for future
empirical endeavors and implications for practice are defined. | pl_PL |
dc.language.iso | en_US | pl_PL |
dc.publisher | Polskie Towarzystwo Socjologiczne | pl_PL |
dc.relation.ispartofseries | Polish Sociological Review;3(187) | |
dc.subject | communitas | pl_PL |
dc.subject | consumer involvement | pl_PL |
dc.subject | Heineken Open’er Festival | pl_PL |
dc.subject | marketing events | pl_PL |
dc.subject | play | pl_PL |
dc.subject | the Fun Theory | pl_PL |
dc.title | Consumers, Play and Communitas—an Anthropological View on Building Consumer Involvement on a Mass Scale | pl_PL |
dc.type | Article | pl_PL |
dc.page.number | 317-331 | pl_PL |
dc.contributor.authorAffiliation | University of Lodz | pl_PL |
dc.contributor.authorBiographicalnote | Małgorzata Karpińska-Krakowiak (Ph.D.), assistant professor in the Department of
International Marketing and Retailing at the University of Łódź. Main fields of academic research: marketing
communications, consumer behaviour, brandmanagement. | pl_PL |
dc.contributor.authorEmail | mkarpinska@uni.lodz.pl | pl_PL |