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Bernard Cova
Researcher at KEDGE Business School
Publications - 229
Citations - 11600
Bernard Cova is an academic researcher from KEDGE Business School. The author has contributed to research in topics: Marketing management & Brand community. The author has an hindex of 51, co-authored 218 publications receiving 10641 citations. Previous affiliations of Bernard Cova include EMLYON Business School & Bocconi University.
Papers
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Tribal marketing: The tribalisation of society and its impact on the conduct of marketing
Bernard Cova,Veronique Cova +1 more
TL;DR: In this paper, the authors argue that people like to gather together in tribes and that such social, proximate communities are more affective and influential on people's behaviour than either marketing institutions or other formal cultural authorities.
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Revisiting Consumption Experience A More Humble but Complete View of the Concept
Antonella Caru,Bernard Cova +1 more
TL;DR: The notion of experience entered the field of consumption and marketing with Holbrook and Hirschman's pioneering article of 1982 as discussed by the authors, and has become a key element in understanding consumer behaviour, and, in some views, a foundation for the economy and marketing of the future.
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Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”
Bernard Cova,Stefano Pace +1 more
TL;DR: In this paper, the authors analyse the power that virtual brand communities exert over a brand of a mass-marketed convenience product, and draw implications about the strategy that a company can employ facing this power shift.
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Community and consumption
TL;DR: In this paper, an ethnosociological analysis of the passage from modernity to postmodernity around the metamorphosis of the social link is presented to explain the different levels of postmodern confusion in consumption.
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Working consumers: the next step in marketing theory?:
Bernard Cova,Daniele Dalli +1 more
TL;DR: In marketing and consumer research, consumers have been increasingly theorized as producers as discussed by the authors, but these theories do not take all facets of consumers' productive role into account, and they do not consider the fact that consumers are not producers.