Cultural Brand Engagement: the Roles of Brands in the Construction of Cultural Experiences

Anna Jansson Vredeveld, University of Connecticut, USA
Robin Coulter, University of Connecticut, USA
This research explores cultural brand engagement for sojourners. We show that sojourners actively and purposefully use brands when constructing their cultural experiences. Specifically, our findings showcase how different experiential motives influence how sojourners engage with brands as temporary residents of a culture.
[ to cite ]:
Anna Jansson Vredeveld and Robin Coulter (2014) ,"Cultural Brand Engagement: the Roles of Brands in the Construction of Cultural Experiences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 522-523.