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Brand magnification: when brands help people reconstruct their lives

Gregorio Fuschillo, Julien Cayla, Bernard Cova

European Journal of Marketing (2022) 56 (3): 768–798.

https://doi.org/10.1108/EJM-09-2020-0722

Published: 27 January 2022

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Journal Articles

Brand repulsion: consumers’ boundary work with rejected brands

Laurence Dessart, Bernard Cova

European Journal of Marketing (2021) 55 (4): 1285–1311.

https://doi.org/10.1108/EJM-02-2019-0164

Published: 30 January 2021

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Journal Articles

Firm-brand community value co-creation as alignment of practices

Per Skålén, Stefano Pace, Bernard Cova

European Journal of Marketing (2015) 49 (3-4): 596–620.

https://doi.org/10.1108/EJM-08-2013-0409

Published: 13 April 2015

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Journal Articles

Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

Mike Lee, Dominique Roux, Helene Cherrier, Bernard Cova

European Journal of Marketing (2011) 45 (11-12)

https://doi.org/10.1108/ejm.2011.00745kaa.001

Published: 15 November 2011

View article titled, Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

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Journal Articles

Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”

Bernard Cova, Stefano Pace

European Journal of Marketing (2006) 40 (9-10): 1087–1105.

https://doi.org/10.1108/03090560610681023

Published: 01 September 2006

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Journal Articles

Tribal marketing: The tribalisation of society and its impact on the conduct of marketing

Bernard Cova, Véronique Cova

European Journal of Marketing (2002) 36 (5-6): 595–620.

https://doi.org/10.1108/03090560210423023

Published: 01 June 2002

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Journal Articles

Community and consumption: Towards a definition of the “linking value” of product or services

Bernard Cova

European Journal of Marketing (1997) 31 (3-4): 297–316.

https://doi.org/10.1108/03090569710162380

Published: 01 April 1997

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Brand magnification: when brands help people reconstruct their lives

Brand repulsion: consumers’ boundary work with rejected brands

Firm-brand community value co-creation as alignment of practices

Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”

Tribal marketing: The tribalisation of society and its impact on the conduct of marketing

Community and consumption: Towards a definition of the “linking value” of product or services

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Update search

Brand magnification: when brands help people reconstruct their lives

Brand repulsion: consumers’ boundary work with rejected brands

Firm-brand community value co-creation as alignment of practices

Anti-consumption and consumer resistance: concepts, concerns, conflicts and convergence

Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”

Tribal marketing: The tribalisation of society and its impact on the conduct of marketing

Community and consumption: Towards a definition of the “linking value” of product or services

Email alerts

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