Keywords: Body-subject
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Journal Articles
European Journal of Marketing (2019) 53 (5): 1015–1034.
Published: 08 April 2019
... This study analyses 16 interviews with male consumers of age between 20 and 76. The interpretative analysis is informed by both Merleau-Ponty’s concept of the body-subject and the sociology of the body as discursively constituted. Findings This study proposes four bodily identity positions that link...

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