期刊
EUROPEAN JOURNAL OF MARKETING
卷 40, 期 9-10, 页码 950-971出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/03090560610680952
关键词
consumer behaviour; purchasing power; modelling; marketing theory
类别
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.
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