Collector-Brand Relationships: Consumer Engagement Via Disney Pin Collecting

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.



Citation:

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.

Authors

Alexander J. Kull, University of South Florida, USA
Barbara A. Lafferty, University of South Florida, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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