R3. in Experiences We Trust: From Brand-Centric Experiences to Experience-Centric Brands
Experiences are replacing brands as the most sought-after market offerings. In the context of American Yoga, we investigate the role of brands in the assemblage of extended consumption experiences. We find that consumers’ shifting institutional logics influence their polygamous relationships with brands and guide the reassemblage of experiences over time.
Melissa Archpru Akaka, Ana Babic Rosario, and Gia Nardini (2018) ,"R3. in Experiences We Trust: From Brand-Centric Experiences to Experience-Centric Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 897-897.
Melissa Archpru Akaka, University of Denver
Ana Babic Rosario, University of Denver
Gia Nardini, University of Denver
NA - Advances in Consumer Research Volume 46 | 2018
The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time
Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA
Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products
Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome
F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada