Collector-Brand Relationships: Consumer Engagement Via Disney Pin Collecting

Alexander J. Kull, University of South Florida, USA
Barbara A. Lafferty, University of South Florida, USA
By examining Disney pin collectors, this research investigates the strategically important construct of consumer engagement. Drawing upon observations, a survey, and depth interviews, the paper explores whether and how collecting branded items can initiate and strengthen consumer-brand relationships. Preliminary results suggest categorizing collectors’ initial motivations as brand-driven, product-driven, or socially-driven engagement.
[ to cite ]:
Alexander J. Kull and Barbara A. Lafferty (2013) ,"Collector-Brand Relationships: Consumer Engagement Via Disney Pin Collecting", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.