English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Much research has been conducted on how consumption is related to humanrelations, for example, consumer communities organized around specific brands,or the way people use products to define their own identity and transmit adesired image. However, only a scarcity of research has examined theconsumption behaviour when the fundamental intention is to leverage groupbelonging. The literature comprises a single theoretical framework thatdescribes this behaviour, a nascent proposition that has not been tested. Thisstudy examines the transferability of that theoretical framework in a differentcontext than the one used for its proposal and its extent on the phenomenon ofconsuming to leverage belonging. A qualitative deductive case study and apattern matching analysis technique were employed, followed by a structuralcoding analysis of interview data. The findings revealed the model istransferable, however its conceptual extent on the phenomenon it addressesfaces limitations. These findings allow the proposal of an alternativeframework, the Belonging-Oriented Consumption Model. This model provides atheoretical basis for future research on consumer belonging behaviour.

Consumer belonging behaviour: Qualitative testing of a theoretical framework and proposal of an alternative model