𝔖 Bobbio Scriptorium
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Consuming narratives: the political ecology of ‘alternative’ consumption

✍ Scribed by Raymond L Bryant; Michael K Goodman

Book ID
110729330
Publisher
John Wiley and Sons
Year
2004
Tongue
English
Weight
539 KB
Volume
29
Category
Article
ISSN
0020-2754

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## Abstract This study investigates how consumers use brands to construct their self. Focusing on the consumer's experience of brands, the study interprets consumer narratives on how brand consumption contributes to the construction of the self. The findings demonstrate that consumers use brands in