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.
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.
Gert Cornelissen, Universitat Pompeu Fabra, Barcelona, Spain
Galli Maria, ESADE Business School, Spain
Joan Serra, Universitat Pompeu Fabra, Barcelona, Spain
NA - Advances in Consumer Research Volume 44 | 2016
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