Consumer-alienation is a philosophically competent and efficacious concept capable of unfolding the domains of phenomena that can be disregarded simply at the cost of impoverishing the potentials of theoretical manifestation and explanation. Consumer-alienation is an impeded appropriation of consumer and brand; as a foundational concept, it serves not only as an analytic but as a descriptive and explanatory phenomenon, the key to understand rising consumer angst toward brand.
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