Brand My Ride: Donks, Bubbles and Boxes - Extended Self-Brand Connections Among Auto Expressionists

Harmon Tracy, University of Dayton, USA
Griffiths Merlyn, University of North Carolina - Greensboro, USA
This film explores the symbolic phenomenon of car branding. We interview consumers who have branded their cars in an effort to present some aspect of themselves to others. We uncover hidden brand connections that are related to various aspects of their extended self-concepts.

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