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Developments in Studies on the Relationship between Firm and Consumer: A Structurationist View
Abstract
The framework proposed provides both practitioners and researchers with a more structured model describing the dynamic existing between companies/brands and individuals/consumers and its effect on the players involved and on their reference contexts. According to such an approach, the company needs to lay down contextual behaviour plans that will allow communicating with the individual on the basis of an adequate knowledge of both his/her profile and the contextual influences affecting his/her behaviour.
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