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• W2037183509 abstract "I examine the symbolic meaning associated with participation in shared consumption rituals in terms of developing and maintaining social relationships among buyers. Ten depth interviews with consumers of the live performing arts are used to explore the social context of this particular form of shared consumption. Conclusion: common participation in shared consumption rituals, even if not performed face-to-face, can be used actively to manage the social relationships that bind consumers together in “small worlds.” The major managerial implication of this finding is that the knowledge that one will share a consumption experience with friends and acquaintances affects brand choice. Other managerial implications with respect to target markets and positioning strategies for products that are consumed jointly are discussed, as well as directions for further research on “relational” influence in a variety of product markets." @default.
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• W2037183509 date "1995-03-01" @default.
• W2037183509 modified "2023-09-27" @default.
• W2037183509 title "Ritual and relationships: Interpersonal influences on shared consumption" @default.
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• W2037183509 doi "https://doi.org/10.1016/0148-2963(94)00050-o" @default.
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