How Appropriate Is Appropriation As a Branding Tool? Commercialization and the Value of Experiences

Previous research has demonstrated how advertising and branding efforts that appropriate valued aspects of life are successful in building a favorable brand image. In this paper, we study whether such efforts can crowd out the pleasure, inspiration, or value that people derive from those areas in life.



Citation:

Gert Cornelissen, Galli Maria, and Joan Serra (2016) ,"How Appropriate Is Appropriation As a Branding Tool? Commercialization and the Value of Experiences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 726-726.

Authors

Gert Cornelissen, Universitat Pompeu Fabra, Barcelona, Spain
Galli Maria, ESADE Business School, Spain
Joan Serra, Universitat Pompeu Fabra, Barcelona, Spain



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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