44401

Ronan Torres Quintão
Eliane Pereira Zamith Brito
Russel W. Belk

Revista Brasileira de Gestão de Negócios

OBJETIVO – O estudo tem como objetivo identificar e explicar as forças e tensões entre os membros da comunidade de consumo de apreciação e sua dinâmica. DELINEAMENTO/METODOLOGIA/ABORDAGEM – Adotando uma abordagem naturalista de investigação, foi realizada uma extensa pesquisa de campo, observando e entrevistando consumidores e profissionais em cafeterias independentes na América do Norte: Toronto, Montreal, Seattle e Nova York, de agosto de 2013 a julho de 2014. ACHADOS – A pesquisa descreve a comunidade de consumo de apreciação e explica suas forças, que são a educação, a emulação e as tensões entre os membros da comunidade. ORIGINALIDADE/VALOR – Nossos resultados explicam o comportamento do consumidor amador e a relação desses amadores com os profissionais e com o público durante suas práticas de consumo. Contribuímos para o avanço do estudo de comunidades de consumo heterogêneas, revelando as tensões entre os membros da comunidade e a produção de capital subcultural e social. Nossa pesquisa contribui para o campo da cultura de consumo, aumentando o conhecimento desse fenômeno social de consumo.

café especial, comunidade de consumo, consumo de apreciação, lazer sério

QUINTÃO, R. T.; BRITO, E. P. Z.; BELK, R. Comunidade de Consumo de Apreciação e Sua Dinâmica. Revista Brasileira de Gestão de Negócios, v. 19, n. 63, p. 48-64, 2017.

Quintão, R. T., Brito, E. P. Z., & Belk, R. (2017). Comunidade de Consumo de Apreciação e Sua Dinâmica. Revista Brasileira de Gestão de Negócios, 19(63), 48-64.

10.7819/rbgn.v0i0.2982

https://www.spell.org.br/documentos/ver/44401/comunidade-de-consumo-de--apreciacao-e-sua-dinamica/i/pt-br

Artigo

Português

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