IDEAS home Printed from https://ideas.repec.org/a/fgv/eaerae/v47y2007i1a36859.html

Interpretative paradigm in consumer studies: review, reflections and a research agenda for Brazil

Author

Listed:
  • Rocha, Angela da
  • Rocha, Everaldo Pereira Guimarães

Abstract

A adoção de uma perspectiva interpretativa nos estudos de marketing é um fenômeno recente, tanto no Brasil quanto em outros países. No entanto, trata-se de um movimento que já conquistou fóruns respeitáveis na disciplina de Marketing, sendo acolhido nos principais congressos internacionais da área e dispondo de espaços acadêmicos próprios. Nesta edição da “RAE-Clássicos”, buscamos colocar em discussão o uso do paradigma interpretativo nos estudos de consumo, delineando suas origens, apontando sua inserção e discutindo dificuldades e potencialidades de sua difusão no marketing brasileiro.

Suggested Citation

  • Rocha, Angela da & Rocha, Everaldo Pereira Guimarães, 2007. "Interpretative paradigm in consumer studies: review, reflections and a research agenda for Brazil," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 47(1), January.
    • Handle: RePEc:fgv:eaerae:v:47:y:2007:i:1:a:36859
    as

    Download full text from publisher

    File URL: https://periodicos.fgv.br/rae/article/view/36859
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:fgv:eaerae:v:47:y:2007:i:1:a:36859. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Núcleo de Computação da FGV EPGE (email available below). General contact details of provider: https://edirc.repec.org/data/eagvfbr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.