Empirical Evidences of Brand Cultural Resonance: How Brazilians Demonstrators Appropriated a Fiat’S Campaign

Catia Schott, Federal University of Rio de Janeiro (COPPEAD), Brazil
Mariana Cupolillo, Federal University of Rio de Janeiro (COPPEAD), Brazil
Maribel Suarez, Federal University of Rio de Janeiro (COPPEAD), Brazil
The study investigates facets of brand cultural resonance by the case of Brazilian demonstrators appropriating a FIAT´s campaign. The analysis of cultural texts and in-depth interviews suggests cultural resonance as an element of brand protection in turbulent contexts and highlights brands as a collective shared repertoire in increasingly fragmented societies.
[ to cite ]:
Catia Schott, Mariana Cupolillo, and Maribel Suarez (2014) ,"Empirical Evidences of Brand Cultural Resonance: How Brazilians Demonstrators Appropriated a Fiat’S Campaign", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 361-365.