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
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