1st Edition
The Communal Consumption Experience Rituals, Exchange and the Business of Connection
Preface
Adam J. Mills and Brittney C. Bauer
Introduction: The communal consumption experience: rituals, exchange, and the business of connection
Brittney C. Bauer and Adam J. Mills
1. Drinking (wine) again: always the same, even in a pandemic?
Pol Solanelles, Barry J. Babin, and David A. Locander
2. Market-oriented activities and communal wine consumption events: does coopetition make a difference?
James M. Crick and Dave Crick
3. Direct selling party plans: communal sharing in the systems of provision
V. L. Crittenden, A. F. Kemp, C. F. Brown, and W. F. Crittenden
4. Virtual wine tastings – how to ‘zoom up’ the stage of communal experience
Stefanie Paluch and Thomas Wittkop
Biography
Brittney C. Bauer is Assistant Professor of Marketing in the Quinlan School of Business at Loyola University Chicago, USA. She is the Director of the Quinlan School of Business Behavioral Lab (QuinLab). Her major research interests are centered on consumer behavior and international marketing, particularly in understanding consumer psychological attachments and social judgements. Her work has been published in several well-respected journals.
Adam J. Mills is Associate Dean, Associate Professor of Marketing, and Chase Professor of Minority Entrepreneurship at Loyola University New Orleans College of Business, USA. He serves as Associate Editor of Journal of Strategic Marketing and the Journal of Marketing Education. His research investigates the engineering of customer experience in both retail and educational spaces, with a focus on brand storytelling and service innovation.
