Mapping consumer power: An integrative framework for marketing and consumer research

Authors: Denegri-Knott, J., Zwick, D. and Schroeder, J.E.

Journal: European Journal of Marketing

Volume: 40

Issue: 9-10

Pages: 950-971

ISSN: 0309-0566

DOI: 10.1108/03090560610680952

Abstract:

Purpose - To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant theoretical models is developed onto which is mapped existing consumer empowerment research. Design/methodology/approach - A synthetic review focuses on three perspectives of consumer power: consumer sovereignty, cultural power and discursive power, drawing from sociological, philosophical and economic literature. These models are then applied to consumer research to illuminate research applications and insights. Findings - Research of consumer empowerment has grown significantly over the last decade. Yet, researchers drawing from a variety of intellectual and methodological traditions have generated a multitude of heuristic simplifications and mid-level theories of power to inform their empirical and conceptual explorations. This review helps clarify consumer empowerment, and offers a useful map for future research. Research limitations/implications - Researchers in consumer empowerment need to understand the historical development of power, and to contextualize research within conflicting perspectives on empowerment. Originality/value - The paper makes several contributions: organizes a currently cluttered field of consumer empowerment research, connects consumer and marketing research to high-level theorizations of power, and outlines specific avenues for future research. © Emerald Group Publishing Limited.

Source: Scopus

Mapping consumer power: an integrative framework for marketing and consumer research

Authors: Denegri-Knott, J., Zwick, D. and Schroeder, J.E.

Journal: EUROPEAN JOURNAL OF MARKETING

Volume: 40

Issue: 9-10

Pages: 950-971

eISSN: 1758-7123

ISSN: 0309-0566

DOI: 10.1108/03090560610680952

Source: Web of Science (Lite)

Mapping Consumer Power: An integrative framework for marketing and consumer research

Authors: Denegri-Knott, J., Zwick, D. and Schroeder, J.E.

Journal: European Journal of Marketing

Volume: 40

Pages: 950-971

ISSN: 0309-0566

DOI: 10.1108/03090560610680952

Abstract:

Purpose – To help shape a more cohesive research program in marketing and consumer research, this paper presents a systematic effort to integrate current research on consumer empowerment with highly influential theories of power. A conceptual overview of power consisting of three dominant theoretical models is developed onto which is mapped existing consumer empowerment research.

Design/methodology/approach – A synthetic review focuses on three perspectives of consumer power: consumer sovereignty, cultural power and discursive power, drawing from sociological, philosophical and economic literature. These models are then applied to consumer research to illuminate research applications and insights.

Findings – Research of consumer empowerment has grown significantly over the last decade. Yet, researchers drawing from a variety of intellectual and methodological traditions have generated a multitude of heuristic simplifications and mid-level theories of power to inform their empirical and conceptual explorations. This review helps clarify consumer empowerment, and offers a useful map for future research.

Research limitations/implications – Researchers in consumer empowerment need to understand the historical development of power, and to contextualize research within conflicting perspectives on empowerment.

Originality/value – The paper makes several contributions: organizes a currently cluttered field of consumer empowerment research, connects consumer and marketing research to high-level theorizations of power, and outlines specific avenues for future research.

http://www.emeraldinsight.com/Insight/viewContentItem.do?

Source: Manual

Preferred by: Janice Denegri-Knott