The Game Day Experience: Consumers, Brands and Brand Celebrations

Brand community events enliven the brand and consumer relationships. We explain firm roles in these events to develop consumer relationships with the brand. We propose a model for firm orchestrated events that support brand loyalty in a study of collegiate tailgating and the orchestration of the football game day experience.


Tonya Bradford and John Sherry (2017) ,"The Game Day Experience: Consumers, Brands and Brand Celebrations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 57-62.


Tonya Bradford, University of California Irvine, USA
John Sherry, University of Notre Dame, USA


NA - Advances in Consumer Research Volume 45 | 2017

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