Marketing, consumption, and identity

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Maria José Tonelli
Felipe Zambaldi


New times bring new themes. This issue includes three unconventional articles in the marketing field resulting from a partnership with two events: the “International Social Networks Conference” (Isonec) held at Fundação Getulio Vargas, School of Business Administration of São Paulo (FGV EAESP), and organized by Professor Eliane Pereira Zamith Brito; and the “Marketing Meeting” (EMA) organized by the National Association of Postgraduation and Research in Administration (ANPAD). The first article, by Maria Carolina Zanette, Izidoro Blikstein, and Luca M. Visconti, discusses Internet memes and their connections to consumer research. The second article, by Marcos Erbisti and Maribel Carvalho Suarez, deals with the anticonsumption discourse on the Internet; and the third, by Natália Contesini dos Santos and Severino Joaquim Nunes Pereira, discusses masculinity and consumption in new barbershops, showing that, in these spaces, the construction of masculinities occurs in the relationship between clients and service providers.


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TONELLI, M. J.; ZAMBALDI, F. Marketing, consumption, and identity. RAE - Revista de Administracao de Empresas , [S. l.], v. 59, n. 3, p. 156, 2019. DOI: 10.1590/S0034-759020190301. Disponível em: Acesso em: 24 jun. 2024.


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